Brazil 2014: Adidas beats out other brands on social networks with 5.8m new followers

With 5.8m new followers, the German sports company Adidas advanced the most of any brand on social networks during the 2014 World Cup in Brazil (12/06 to 07/13/2014).

The official Twitter account of Brazuca, Adidas' ball for the 2014 World Cup, gained more than 2.98m followers (up 603%) and Adidas Football got 1.25m new followers on Facebook. These are the two Adidas accounts which grew most strongly over the period. The brand gained exposure from its contracts with the world-champion German team and the finalist Argentina and used this to launch special videos. "The Final" was watched more than 18.6m times on YouTube, and "The Dream", launched before the competition (on 24/05/2014), got more than 38.8m views . Various videos posted throughout the tournament have been viewed over 38m times, Adidas said.

The American company Coca-Cola, an official partner of the 2014 World Cup, saw its Facebook account gain 2.46m new fans, for a total of 86m.

Nike came in third for growth on social networks, with 1.2m new fans and followers for the Nike Football accounts (on Facebook and Twitter…