| Title | GOOGLE WORLD CUP |
| Brand | GOOGLE |
| Product/Service | SEARCH BASED REAL TIME NEWSROOM |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Contributing Company
|
R/GA London, UNITED KINGDOM
|
Credits
| Remi Abayomi |
R/GA London |
Group Account Director |
| Ricardo Amorim |
R/GA London |
Associate Creative Director |
| Pete Jupp |
R/GA London |
Design Director |
| Phil Hawksworth |
R/GA London |
Technical Director |
| Sam Clohesy |
R/GA London |
Executive Producer |
| Lachlan Williams |
R/GA London |
Senior Planner |
| Scott Shaw |
R/GA London |
Experience Design Director |
| Clara Tudela |
R/GA London |
Senior Visual Designer |
| Luke Wicker |
R/GA London |
Copywriter |
| Wilf Eddings |
R/GA London |
Visual Designer |
| Craig Mandel |
R/GA London |
Associate Creative Director |
| Andy Shora |
R/GA London |
Senior Open Standards Developer |
| Pedro Duarte |
R/GA London |
Open Standards Developer |
| Razvan Pavel |
R/GA London |
Open Standards Developer |
| Tessa Hewson |
R/GA London |
Senior Copywriter |
| Brian Hurewitz |
R/GA London |
Senior Designer |
| Alfredo Aguirre |
R/GA London |
Senior Software Engineer |
| Darian Moody |
R/GA London |
Senior Software Engineer |
| Harmesh Chauhan |
R/GA London |
Senior Experience Designer |
The Campaign
Branded Entertainment is on the rise globally, as brands are creating relationships with consumers that are not based on awareness, but on advocacy. Brands are now shaping themselves into charming and valuable agents in people’s lives, creating true social currency. This campaign fit well within all guidelines and regulations regarding both broadcast and online. Branded entertainment is oftentimes a one-way story, with brands speaking at consumers. For the Google World Cup Newsroom we wanted to have a two-way conversation with fans of football. And although the Google World Cup newsroom was a platform to distribute content, it also became a global conversation about football.
Results
We were asked to grow brand-love by connecting Google with people’s passions around the World Cup. A space they don’t normally have a role in. We looked into what people were searching for during the World Cup, turning these searches into interesting, surprising and compelling stories that offered a unique glimpse into what the world wanted to know during the tournament. We published real-time stories from the search trends of competing nations, revealing the quirks of each country to a global audience. A destination was built around the World Cup fixtures, with each piece of content designed to be shared – with up to eight pieces of content published on the site every day and even more shared with influencers. They were picked up by some of the world’s biggest brands, players and media.
The World Cup Trends were a completely new type of information, giving Google a unique and valuable role in the conversations around the World Cup. A dedicated team worked around the clock to capture and produce the Trends. Each was translated into nine languages and shared in even more markets. Establishing the Google Trends product as a powerful source of insight into popular culture that will live on beyond the World Cup.
Each Trend was promoted out through Google’s own channels but also through seeding them in the places most relevant to the audience. For example, providing a Trend about Tim Howard to the US Soccer team or giving journalists a Trend about the tournament’s popularity over the NBA Finals. Not only was each Trend a piece of content on it’s own but it was also an invitation to visit the website for more insights. Fans could browse through Trends around their nation or view additional data for previous and upcoming matches.
Over 1000 pieces of Trends content went out across the world, earning just over 3.4 billion impressions in places stretching from indian television and murals on the streets of Canada, to pre-match television coverage on the BBC and the personal tweets of players such as Mesut Özil and Tim Cahill. With 236 influencers sharing one or more Trend during the tournament. Media, brands and players weren’t just sharing our insights with their audience, they were adapting them for their own uses and requesting their own bespoke versions. The campaign content also earned 4x more Retweets per post on the global @Google twitter than at any other point in 2014.