Univision's broadcast of the 2014 FIFA World Cup was one of the most successful - recording the 25 highest-trafficked days in the history of the company, with coverage reaching 27.5 million unique visitors across platforms and garnering the No. 1 position across all English and Spanish language broadcast networks in terms of Twitter uniques and Tweets for 21 of the 25 match days in tournament.
Additionally, Univision executed the following:
- Facebook content partnership integration in World Cup programming – fans and social content were integrated to the broadcast
- The first ever Spanish-language broadcaster to execute Twitter Amplify for any World Cup featuring the best goals and moments of each match
- Development of exclusive programs such as:
- Fan generated video, el Gran Pase that also featured Shakira and Vine Stars including Lejuan James and David Lopez
- "Por El Futbol" (Because Futbol), a documentary created for the fans by the fans via social media about past World Cups that culminated on the broadcast during the tournament.
The World Cup on Univision was an opportunity to experience the tournament alongside the audience--our familia by…
- Integrating them to the content showcasing their passion from featuring their Instagram photos to incorporating them in the documentary "Por El Futbol", created and narrated by the fans
- Providing in real-time the best moments and goals for replay through Twitter Amplify
- Using exclusive Facebook intelligence to showcase the excitement for each team around the globe through an on-air visualization
- Creating the longest soccer pass from fan to fan to Vine star to Shakira to major soccer players kicking the ball in different cities around the U.S. culminating in Brazil
- Making the soccer passion contagious through the World Cup survival social 101
- Featuring fan- and Univision-created memes on the Univision Deportes website, on the broadcast and Univision social accounts
- Posting real-time updates, major highlights across Twitter, Instagram, Facebook
- Creating a Social Brazil experience on Instagram featuring fans, family fun, food and all activities surrounding the World Cup throughout Brazil
- Airing and livestreaming the matches via the Univision Deportes app as well as online and mobile web
The aforementioned resulted with the 2014 World Cup on Univision generating a larger percentage of actions on Facebook as compared with sports Facebook pages and twice the engagement than ESPN on Facebook. On Twitter it was also no. 1 with growth percentage versus Fox, Fox Deportes, ESPN and ESPN Deportes. Generated 55M Tweets, over 2x the Tweets of Super Bowl XLVIII on FOX.
The 2014 World Cup Final between Argentina and Germany on Univision had:
- More unique authors on Twitter than the last match of the 2014 NBA Finals on ABC
- +5x the unique authors on Twitter vs. the last match of the 2014 Stanley Cup Final on
NBC
- +6x the Tweets vs. the last match of the 2014 Stanley Cup Final on NBC
- 2x the level of engagement on Facebook vs. ESPN on a normalized basis
Univision took the No. 1 position across all English and Spanish language broadcast networks in terms of Twitter uniques and Tweets for 21/25 match days in tournament, according to Nielsen Social.
