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Press conferences by Cristiano Ronaldo, Paul Pogba and Manuel Locatelli.[/caption] While Euro 2020 is in full swing, several scenes were debated between players and the sponsors of the competition. On June 14, Cristiano Ronaldo at a press conference decided to discard Coca-Cola bottles and replace them with a bottle of water. On June 15, Paul Pogba picked up a bottle of Heineken for himself. On June 16, Manuel Locatelli in turn discarded a bottle of Coca-Cola. It should also be noted that on the same day, the Russian coach chose to open and drink a bottle of Coca-Cola in front of the press.To understand the impact of these actions in terms of visibility, we collected the relative content on the various social networks in order to show the virality and the impact of this content (Facebook, Twitter, Instagram, Instagram, YouTube, TikTok and Linkedin) .In total, more than 468 million impressions/views were collected in order to show the virality and impact of this content (Facebook, Twitter, Instagram, Instagram, YouTube, TikTok and Linkedin). In total, more than 468 million impressions/views were received. were generated on Coca-Cola content and 118 million on Heineken content. TikTok contributed the most, with 153 million video views. While we can consider these events to be negative for both brands, the visibility generated allowed them to get their brands talked about at a lower cost where they would have had to spend €4.9M and €866K respectively for equivalent performances.
En France Coca-Cola recorded a peak in searches on Google, as well as globally.
These are in total over 366K content related to these events that were published between June 14 and 17, 2021, mainly on Twitter. In particular, it should be noted that the event linked to Paul Pogba revived the controversy linked to Cristiano Ronaldo and amplified the impact on Coca-Cola.
In terms of performance, we also note another partner of the European Cup who: stands out namely TikTok. We have indeed identified a lot of content on the Chinese platform. This content was published in many different languages and was generated in just a few days. over 153 million views.TikTok is the platform that generated 76% of total engagement linked to this content, which is 10 times more than on Instagram. It is also noted that these content has been shared enormously on and off the platform with more than 561K shares. Example with the Thetimingwizard video that generated more than 33 million views: https://www.tiktok.com/@thetimingwizard/video/6974790263399075078
“The brands involved in these Euro 2020 controversies enjoyed extremely important and unexpected visibility, which corresponds to €5.7 million in advertising purchases. TikTok, a partner of Euro 2020, was at the heart of the distribution of this content with more than 153 million videos watched in various countries in just 3 days and 76% of the engagement generated.” Clement Joffrin Sport Consultant The Metrics Factory
Thanks to William Nguyen, Valentin Coustel, and Jeremy Danulot for contributing to this article.
