July 7, 2010
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Brands, publishers reap rewards as mobile traffic skyrockets during World Cup
The biggest brands in the world are taking advantage of the huge surge in mobile traffic driven by soccer fanatics seeking coverage of the 2010 FIFA World Cup in South Africa.
Across all digital platforms—online, mobile, social media, fantasy, games and digital audio—ESPN is dedicating a full month of 24/7 news, analysis, commentary and interactivity around the world’s biggest sporting event. ESPN sold outits entire mobile inventory before the first World Cup match had even been played, with brands such as Anheuser-Busch, adidas, Sony, EA, Cisco, Hyundai and AT&T targeting soccer fans across ESPN’s mobile Web site, applications, SMS alerts and mobile television.
“You can’t overstate how big of an event the World Cup is on a global basis, and ESPN set this as a priority last June—it’s been a real focus of the company along with mobile,” said John Zehr, senior vice president and general manager of mobile at ESPN, Bristol, CT.
“If you look at the game windows, they’re early in the Western Hemisphere, so mobile becomes a great outlet for people that want to follow the matches,” he said. “There are 64 matches on ESPN’s mobile TV channel, and additional simulcast matches on AT&T’s network.
“We also have an iPhone app we launched back in December when the draw came out featuring live radiocast, alerts for all goals that are scored, scores, push notifications and SMS alerts.”
The event marks the first time that World Cup live matches will be available domestically on mobile platforms.
ESPN Mobile offers all 64 matches live from the first round to the final match on mobile platforms nationwide.ESPN Mobile TV, available on AT&T Mobile TV, FLO TV, MobiTV, Sprint TV and Verizon VCast platforms, carries 56 matches live in the U.S.
Additionally, AT&T Mobile TV carries the eight live overlapping concurrent matches on a World Cup dedicated channel.
As of June 27, just before the quarterfinals began, ESPN’s mobile Web site, the 2010 FIFA World Cup application and the ScoreCenter application had generated 70.3 million visits and 385.5 million page views to World Cup content.
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