This is Part 2 of a three part series of blog posts discussing approaches brands are using during the 2010 World Cup. These approaches include new product introductions, social media campaigns, and creative brand communication activities.
Now, let’s have a look at the social media campaigns surrounding the event.

Social Media Campaigns
1) Visa
Visa has launched a Visa Match Planner called ‘Go Football’ for the 2010 World Cup for people to share and keep track of their friends’ viewing schedules through Facebook. This is an extension of the global marketing campaign ‘Go Fans’ launched in March. Apart from listing personal schedules for the must-watch soccer games, people can organize parties, chat with friends, and track scores and standings. “Football fans are undeniably passionate about the FIFA World Cup and the teams they follow. Social media provides a unique platform to help them express their views and connect with friends from around the world,” said Antonio Lucio, chief marketing officer of Visa.
As a global sporting event, the World Cup unites millions of viewers around the world. Visa’s World Cup social media campaign is consistent with its new brand slogan ‘More People Go with VISA’, connecting many people who may be geographically dispersed by helping them organize their football-watching schedules.

2) Yahoo
Riding on the World Cup fever, Yahoo has developed a dedicated page for the tournament, new shortcuts in the search results page with information such as photos, videos and news, a customizable toolbar with real-time scores and an online penalty kick competition. Yahoo will also launch a mobile site covering the tournament in 40 markets that will be accessible across more than 4,500 types of mobile devices.
Providing the most up-to-date and comprehensive information for users all around the world is always the main mission for Yahoo brand. This time, Yahoo brings World Cup coverage for global users via its microsites, mobile platforms, online games and search tools.

Elisa Steele, executive vice president and chief marketing officer, added that Yahoo's coverage of the World Cup offers opportunities for advertising and marketing partners from co-branding to online advertising at the national and international levels.
The World Cup is always an emotionally charged event, as patriotism and sports passion run high amongst players and spectators. When a brand like Yahoo or Visa associates themselves with such an event, and creates corresponding social media programs, these social and emotional elements can be used to build brand perceptions that last long after the final football match.

In Part 3 of “Branding and the World Cup” we will discuss other creative brand communication activities surrounding FIFA World Cup 2010.