Clients | 01.06.2010
Visa launches a web-only campaign for the FIFA World Cup South Africa 2010
Social media has become the most important place for promoting and integrating campaigns to reach new audiences.
Visa announced today a series of digital successes from the company's first-ever global FIFA-themed marketing campaign - Go Fans, which celebrates the common love that all fans have for soccer. Visa used popular social media channels - YouTube and Facebook - to connect with soccer fans worldwide and in the first few weeks of the tournament and results have exceeded early expectations.
Drawing nearly 800,000 views in the lead up to the FIFA World Cup alone, the Go Fans YouTube channel enables soccer fans to express their true colors in support of their national teams by viewing, uploading and sharing videos capturing creative, entertaining, passionate or humorous goal calls. Today, Americans account for the largest viewership at 1,665,218 video views, while Mexico and Brazil trail slightly at 1,524,209 and 1,295,921, respectively. In the competition for most viewed goooal shout video, Cafu currently holds the title with 1,077,107 views, followed by Nash with 647,100 views and Australian fan "Bazza" at 416,846 views.
"We're extremely pleased with the fans' response and interest in our social media extensions, which were developed to provide them with an outlet to express their passion for their teams and the FIFA World Cup," said Kevin Burke, Head of Global Marketing and Strategy, Visa. "Social media is an integral component of every campaign we undertake, but this kind of early response truly demonstrates the power of the medium - not to mention the unique passion that fans have for the sport of soccer."
Visa is one of six global FIFA partners with exclusive global category rights through 2014, and is the exclusive card for the 2010 FIFA World Cup. In recognition of Visa's sponsorship of the 2010 FIFA World Cup South Africa, Visa credit, debit and prepaid cards are the only payment cards accepted, along with cash, at all FIFA stadiums and Onsite Stadium Merchandise Booths. The partnership provides Visa with global rights in the Financial Services product category to all FIFA World CupTM activities that may be activated by financial institution clients and merchant partners. Visa's FIFA sponsorship includes the rights to the 2010 FIFA World Cup South Africa, the FIFA Women's World Cup Germany 2011 and the 2014 FIFA World Cup Brazil.