If there were ever any doubt that social media had come of age the upcoming World Cup in South Africa looks like banishing those doubts once and for all. All of the official World Cup sponsors (and a host of non-official ones as well) have been busy working on their killa apps and their connect-the-world viral capabilities while also looking to push the boundaries of Facebook’s design and functionality to connect with the global social media audience.

So how are they faring? In theory applying social media marketing to the World Cup should be like tapping in from five yards while the goalie has his shirt pulled over his head. After all we know that social media audiences crave both information and entertainment online. Yet social media is a fickle medium and there’s just as much chance that some of these massive campaigns will score an own goal.

Here then is the Social Media Influence guide to the World Cup official sponsors’ social media campaigns and how we think they might fare if there was a trophy for social media success.

McDonald’s

World Cup Pedigree – A relative late-comer to the beautiful game, McDonalds has been a sponsor ever since the 1994 tournament was hosted by the U.S.

How They’ll Play -  McD’s seem to be employing a social media catennaccio, keeping its creativity – in the form of an online fans fantasy tournament – locked behind the chained defense of FIFA’s own site.

Team Balance – They’ve packed the defensive but still huge holes appear. Fantasy football is about sharing and comparing but where’s the Facebook, MySpace or Twitter shareability?

Star Striker - Does Sepp Blatter count?

Social Media Success – Could be the New Zealand of South Africa 2010. Won’t make the knockout stages.

Powerade

World Cup Pedigree – First time appearance at the world’s biggest sporting event but can draw on managerial experience of parent company Coca-Cola. “Chosen by FIFA to hydrate 2010 World Cup players” goes the slogan.

How They’ll Play – Relying on science and tactics, Powerade has produced 16 mini videos within a greater YouTube video that illustrate, well, we’re not sure really but you can be sure some creative team is loving it.

Team Balance – Depending on the playmaking strengths of the YouTube channel with support from Facebook, viral videos and banners

Star Power – The creative director who got this commissioned.

Social Media Success – The Scotland of Social Media. Lacking big match temperament.

Visa – Go Fans

World Cup Pedigree – Visa have been there before but this is the first time they’ve unveiled a social media match planner. Luckily for them they’ve had some previous big event success at the Olympics (Go World) and have been trialing the Go Fans network in Latin America since 2009.

How They’ll Play – Look for a tightly controlled game plan executed through Facebook’s fan base. If Visa’s game planner – complete with ability to share with friends and leave match related comments – scores in terms of fun and functionality then following major team competitions may never be the same.

Team Balance – Go Fans will be supported by TV, print and out of home promotions but there’s no doubting Visa is banking on the lone Facebook “striker” to deliver.

Star Striker – You the fans

Social Media Success – Cool idea but will fans embrace it being packaged by Visa? Set for a shock second round departure.

Continental

World Cup Pedigree – This is the second trip to the finals for the German tyre maker.

How They’ll Play – Easy on the eye but perhaps lacking the squad depth of Adidas and Coca-Cola. Continental’s social media play is a creative and fun Facebook football kicking game called ContiTireKick that you can share with friends. Winners go to the World Cup Final.

Team Balance – Facebook-only campaigns are appealing for their prospective global reach but marketers should be careful about putting all their eggs in one social media basket. So far the ContiTireKick page has just 5,700 fans and there are some mutterings on the page that cheating is taking place.

Star Striker – Office workers with a lot of time on their hands. Hey, if Google Pacman can do it….

Social Media Success – England-like potential. A quarterfinal spot nothing more.

Adidas – Fast vs Fast

World Cup Pedigree – The Germany of sponsors (apart from being German of course), Adidas has been a dominating presence at World Cups since 1954.

How They’ll Play – A traditional, no nonsense tactical approach. Adidas is relying on a big budget TV ad  titled Fast vs Fast to sell the new F50 adizero boot and spark social media conversation.

Social Media Balance – The big TV play belies a conservative approach but Adidas also demonstrates some social media skill by launching the ad on Facebook and YouTube and adding a series of online only Q&As with the top players like Kaka and Michael Ballack.

Star Striker – Messi, Villa and Zidane make for a speedy and firepower-packed attack in this ad.

Social Media Success – Never write off the Germans! Surefire semifinalists.

Coca-Cola

World Cup Pedigree – A mainstay at El Mundial ever since 1974.

How They’ll Play – With expressive flair. Coca-Cola has taken inspiration from Roger Milla’s 1990 corner flag dance to exhort the world to upload their own unique celebrations on to YouTube. Part competition, part Funniest Home Movies, the winner of the Longest Celebration heads to the World Cup. Wonder if Robbie Fowler will be entering?

Team Balance - Boasting one of the most balanced social media starting lineups Coca-Cola can call on the support of a huge Facebook following (5.5 million) and a well-drilled Twitter feed.

Star Striker – Roger Milla of course.

Social Media Success – Who’d bet against a global competition where people upload silly videos of themselves celebrating.  Finalist.

Budweiser – The Bud House/Bud United

World Cup Pedigree – First sponsored at Mexico 1986.

How They’ll Play – Taking social media campaign creativity to a new level, Budweiser, as part of its Bud United movement, first held a global audition via YouTube to find 32 fans from respective World Cup countries who will live together in South Africa a la Real World for the duration of the tournament. Once the Cup kicks off Bud will create a YouTube reality show documenting the fans as they play out their rivalries en masse. As their team is eliminated so the house member will be kicked out. The two final fans will go to the World Cup final and the winner will present the Budweiser man of the match trophy to the best player.

Team Balance – All-out attack, Budweiser is looking to leverage the broadcast potential of YouTube in a way not seen before. Bud will be looking to Facebook to play a supporting role.

Star Striker – Just a hunch but in a Facebook/YouTube popularity contest Beate from Germany is going to do well.

Social Media Success – Could go all the way.

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