Dell World Cup Listen and respond program:
The FIFA World Cup. The most important sports event of the year. And this year, the event was held in Brazil. A place that’s crazy for soccer and social media. The challange was to make noice in social during this time but since Dell wasn’t an official sponsor the solution was a Listen and Respond initiative.
We launched a series of conversation starters during and before game days to engage high potential users who were cheering for Brazil on Twitter. The team would then reply to fans celebrating their emotions, amplifiing their passion, and reacting to their feelings with handcrafted images, copy and even lyrics, all created and posted in real time.
During those three weeks we impacted 580,000 users with a 98% Positive Engagement for the brand.