Spontaneity is one of the central features of social media, but many of the most successful brands on Twitter begin planning their posts months in advance.
Even with those details in mind, Adidas’ planning for this year’s World Cup is something to behold. A feature story published this morning by Ad Age’s Julie Ruvolo revealed the sportswear brand had the entire tournament mapped out by December.
According to Ruvolo, Adidas created an hour-by-hour calendar of what might happen during the 32-day tournament. Meanwhile, Adidas’ social-media agency, We Are Social, spent a year gathering 1,000 images and 160 videos that Adidas could post as reactions to what it thought might happen during the games.
That’s how the brand was able to post this image of Germany’s Mats Hummels within a minute of his decisive goal in Friday’s quarterfinal match against France.
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