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World Cup 2018 FOMO hits fever pitch

Ever since Oreo’s infamous ‘You can still dunk in the dark‘ tweet during the 2013 Superbowl, brands all over the world have invested time and money in trying to capitalise on real-time events on Twitter.

It was arguably a bit simpler back then, as Twitter displayed posts in a chronological order rather than putting brands at the mercy of the platform’s algorithm. These days companies need to try a little bit harder if they want to make an impact.

Of course, not every event is applicable to every account. The fear of missing out – FOMO – clearly hits some harder than others. This year’s World Cup has seen a few notable examples of companies trying just that little bit too hard to make an impression.