Emily Tan
May 29, 2014

Nike, Samsung and Castrol have most viral World Cup ads

GLOBAL - In the run up to the FIFA World Cup in Brazil, it seems brands who aren't sponsors of the event are actually doing best in terms of viral-video shares, with 54 per cent of total shares out of the 11 top brands coming form non-sponsors, according to a report by Unruly Media.

Nike's 'Winner Stays' commercial has racked up more than 980,000 shares
Nike's 'Winner Stays' commercial has racked up more than 980,000 shares

See also: An updated view of the most-shared ads

According to the 'Braziliant Brands Tracker', only one of the top three brands on the list, Castrol, is a world cup sponsor.

Castrol's ads have attracted 962,206 shares. The British brand’s performance has been fuelled by social video hit Footkhana”, which features viral sensation Ken Block and Brazilian football star Neymar. Castrol is followed in 4th place by sponsor Coca-Cola, with 353,067 shares. Non-sponsor Pepsi, which misses out on the starting 11 in 14th place, managed 15,908 shares. 

But the overall leader of the pack is non-sponsor Nike with 1.28 million shares so far, with rival and official World Cup sponsor adidas down in seventh (158,201 shares). The bulk of Nike’s shares come from its “Winner Stays” commercial, which has racked up 981,948 shares since its launch on 25 April and is the 

most shared football ad of 2014. It also boasts three of the top 10 most shared 2014 football ads so far and a share rate of 1.5 per cent versus adidas’ 1.0 per cent.

The tracker by Unruly Analytics is based on the most shared football ads of 2014 to date and were compiled on 22 May, 2014. 

World Cup sponsors Emirates and Visa also made it into the top 11, while fellow sponsor Itau Unibanco, the largest bank in Latin America, sits on the bench in 13th place.

Outside of the top 11 (a number chosen by Unruly for the twee reason that it corresponds to the number of players on a football team). Chevrolet is in at 12th place, ahead of World Cup sponsor Kia, which appears in 26th place.

Sponsors Budweiser (16th), Sony (18th), McDonald’s (20th) and Johnson & Johnson (24th) also all failed to make into the starting 11. 

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