On May 4th, we released the anthem on radio in most Middle East markets. To analyse reach, we created a small report listing the top user-generated clips with a description of the content, profile of the users as well as wider information on the clips (number of views, comments). Within a week of the anthem’s release, we counted an outstanding total of 65,000 views for the top channels. We then identified the key influencers and established dialogues with them. We rewarded them by sharing unique content with them and then letting them share that content with their subscribers, even allowing them to modify/personalize it. We made a point of sharing the song with these influencers before the official release on TV. By establishing that dialogue, we turned them into an influential channel!

A comparison between Football KBIs for July 2010 and an average for the six months before launch shows a 29% increase. The Music KBIs in key markets saw uplifts of 15%. YouTube posts have been viewed by 11.5 million viewers, making our version of ‘Waving’ Flag’ one of the best-viewed Arab Music videos of all time. Blogger acceptance outside YouTube has been enormous, and the song was also featured in countless top 10 charts both on radio and the melody channels on online websites. Our Facebook campaign was ranked among EMEA’s five best performing Facebook campaigns of the period. Essentially, this became the official song of the World Cup.