Dara Nasr insists Twitter experimentation is critical ahead of World Cup final
Brands have been “incredibly strategic” in their World Cup campaigns, Twitter sales manager Dara Nasr has said, with a variety of different methods used to help push messages.
Calling the World Cup “the biggest event this year”, Nasr noted the different ways that brands have gotten involved – with some wanting to be part of the wider conversation around football, while others, such as Adidas, have been live-tweeting matches.
Nasr name checked Visa, which teamed up with Usain Bolt; Paddy Power’s use of Twitter Amplify, and Beats by Dre as campaigns to look out for in the coming weeks, as well as sponsor brand Adidas.
He expects a range of further examples of brands trying out new opportunities on Twitter as the quarter finals kick off tomorrow (4 July).
“We’ve seen quite a few new approaches, actually. Twitter was often seen as ‘the live media’, where the World Cup really comes alive.
“The World Cup didn’t begin necessarily on 12 June, the build-up began far before in the conversation, whether it be the launch of the official ball…the kit…all of these have created a lot of conversation and therefore advertisers have got involved there,” he said.
Experimentation is critical for brands looking to stand out on Twitter around the World Cup, according to Nasr.