28 May 2018.

Digital Director @IvanKovacevic3 about Twitter, Marketing and the World Cup


Digital Director of the Bruketa&Žinić&Grey Agency Ivan Kovačević took part in the panel discussion about the use of Twitter as a marketing tool for the forthcoming FIFA World Cup in Russia. The #TwitterLovesFootball panel was held on 17 May in Zagreb, with the aim of promoting Twitter among Croatian marketing agencies and advertisers.

The panel was moderated by Antonija Mandić, and other panellists besides Ivan Kovačević were Tomislav Lešćan from the Croatian National Tourist Board, Tomislav Pacak from the Croatian Football Association, Mila Perović from VIPnet, Bruno Blumenschein from Overtime and the hosts from Httpool. All the panellists have a long experience of using Twitter whether for private or for business purposes, and in addition to having marketing experience, they are all sports lovers, football lovers in particular.

Twitter – the Best Communication Tool for Live Events

“As an active Twitter user with practically nine years of experience in the only real timeline, I can say that Twitter in Croatia is a largely unfairly neglected paid channel. Although it cannot be compared with some other social networks by the number of active users, in the context of live events and real-time communication during big events, Twitter was and still is the first choice. The first profitable quarter of this company and an increase in the number of active users both globally and in Croatia speaks of the positive rise of the blue bird”, Kovačević said.

The panel conclusions suggest that Twitter timeline is the best real-time channel for football, as underlined by the fact that the semi-final match between Brazil and Germany at the last FIFA World Cup in Brazil was the “most twitted about event” with 35.6 million tweets.

The official part of the panel was divided into two parts. The first part, Twitter World Cup Keynote, introduced the FIFA World Cup in Russia as the most important event on the Twitter platform in the next 4 years as well as the advertising opportunities, creative examples of the platform use, etc. During the second part the panellists gave their first hand insights into their use of Twitter for business and promotional purposes.


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