Brand experiences communication in social networks: case analyis of FIFA World Cup 2010 sponsors

Abstract

Advertising agencies are being influenced in their routine planning and in their campaign creation by huge changes which have come with the NCITs. This supposed that announcer’s strategies and objectives are being modified, as well as the way of thinking about their working routine. Among all of the different communicative techniques and formulas arised with the Internet, social networks are being those which can offer more possibilities not only for users, but also for mass media and, obviously, for every announcer, with local or international nature, in order to get a closer relation with its consumers as well as more specific information about their attitudes, tastes and interests. Hence, we can see how announcers use these social networks in search of more proximity and fidelization with special spectator segments. In this paper, we will prove this presence in social networks through campaigns based on brand experiences by the sponsors and contributors of the FIFA World Cup 2010 as well as the Spanish team sponsors, analysing their actions in the social network Facebook for this event.