Posted 23rd June 2014 | By ExtraMile

World Cup fever is amongst us and it's bigger than ever, where social media and big brands are concerned.

Let's take a look at the exciting, innovative and incentivising ways that the power of the 2014 FIFA World Cup is being harnessed on the web.


Twitter is making a big deal out of the World Cup, using a variety of tactics to help you keep up with all of the action. They published a how-to-follow guide , packed with tips for getting the most out of the 2nd most popular social network.

Here are some examples of what makes up their strategy and ways you can get involved:

Hastags and Hashflags

#WorldCup and #Brazil2014  are the official hashtags, as well as a set of International versions for non-English speaking languages. As of June 8th, there were 350,000 tweets per day about the World Cup. That's some heavy hashtag usage!

For some added fun, you can tweet "Hashflags" by using a hash symbol in front of the three letter country code.



Teams and players

@TwitterSports have created a nice handy list of 30 of the 32 participating teams with an official Twitter account. Check it out here  

If that doesn't cut it, there's even a list of 332 players  that you can follow for a more personal approach.


If you've logged on to Twitter on a desktop recently, you'll have noticed the sidebar widget displaying fixtures for upcoming matches. Click through and you'll get a match page with scoreboard, photos and player accounts to follow, as well as a preset tweet button, encouraging you to use the match hashtag and get talking. 

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At the bottom of the widget, you're asked to "choose your side".  Go ahead with this and you can pick the team you're supporting and choose a profile image to one related to the team to show your support. Continue on and you'll be able to select your favourite players to follow and send a tweet to support your side. 

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@TwitterData has the scoop on what fans are buzzing about around the world using interactive heat maps and statistics on players, teams and key moments within matches.

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Google have been busy too.


Simply type "World Cup" into Google to bring up a dashboard displaying upcoming match fixtures and results in real-time, group leaderboards, line-ups and more. If you've missed the action, fear not as you can see a scoring summary and full team stats all in one place.

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Having really got into the spirit of things as you'd expect, there's been a World Cup themed Google Doodle each day of the tournament. Check out all of the most recent ones here . My favourite is the sketch depicting the Streets of Rio by Matt Cruickshank

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Similar to Twitter, Google have been providing search related trends  every step of the way, with the ability to share the trends on your favourite social networks. There are some great comparisons in there, like these two:

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Everyone else

Brands are taking advantage of the popularity of the World Cup by making use of the official hashtags in order to get noticed.

Another great way to attract attention, engage customers and push sales are the use of World Cup related discounts and incentives.

ASOS cleverly promises to offer a discount to French shoppers if their team wins:

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Let's not forget about...

No World Cup themed blog would be complete without some great memes created as a result of it.

After Spain's shock exit from the tournament, chaos ensued. 

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Check out some more slightly cruel but hilarious memes over at Mashable .

Written by Anita Mander, Studio Manager and Web Developer at ExtraMile Communications.

At ExtraMile we try to take an hour out each week to look around us at what others do and to gain inspiration and to admire people's creativity. Each post in this series is one staff member's take on the world of web, design and things online. We hope you enjoy it.


About ExtraMile

A digital marketing agency with international capabilities