Adidas Celebrates @brazuca Following

adidas is celebrating reaching its first social media landmark with its latest profile, @brazuca, after the first FIFA World Cup match ball to begin a twitter account reached 100,000 followers, since its launch last week. 

Interactions peaked last Friday on the day of the 2014 FIFA World Cup Brazil draw (6th December), when there were 24,000 mentions of @brazuca, which was its most active day since launching, while the draw itself generated 1.7 million tweets around the world in just two hours.

From inception, the @brazuca handle has been tweeted at and followed by some of the world’s most high profile footballing personalities including former England striker Gary Lineker, FIFA president Sepp Blatter and German international Bastian Schweinsteiger. 

This also included a twitter Q+A with former world champion Zinedine Zidane who began the journey with @brazuca around the world. 

According to adidas, @brazuca was launched to allow users to experience the FIFA World Cup from the perspective of the match ball. 

In the build-up to the FIFA World Cup in Brazil next summer, brazuca will visit footballing nations, meet players and celebrities and take part in major cultural events before landing in Brazil for the first game in June.

Bruce Daisley, managing director, Twitter UK said: ‘The adidas campaign was a great example of marketing in the moment. It achieved an engagement rate of 6.75% and gained them tens of thousands of new followers and comments on Twitter.’

The launch of brazuca was supported by an interactive film, I am brazuca, with a behind-the-scenes look at the launch available at Sport Industry TV.

Tom Ramsden, brand marketing director football, for the brand added: ‘brazuca is the only character at the FIFA World Cup part of every game and who will meet every player. There isn’t a more comprehensive perspective on the tournament than that of the ball and with @brazuca and other initiatives we can not only give people a unique point of view of the tournament but also a chance to interact with arguably the tournament’s most visible and embedded icon.’