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social marketing

World Cup Social ROI: Is the Investment Worth It?

Posted by Sheila Shayon on July 14, 2014 06:56 PM

Germany's 1-0 win over Argentina in Sunday's World Cup final resulted in the biggest social media event ever, with 280 million Facebook interactions and 618,725 tweets per minute during the match’s end. 

But are the hours inside social media war rooms and millions of dollars spent all worth it for the dozens of official and unofficial brands playing off the World Cup? "Measuring the return on investment is a very real and contentious issue, as marketers are struggling to justify a solid return for the financial investment in social marketing, sponsorship and marketing in general," said Gordon Geldenhuys, head of online reputation management at 25AM, according to Biz2Community

With some brands advertising across 180 countries, some are spending more on social campaigns for the World Cup than they do on Super Bowl TV ads, as Business Insider notes.Continue reading...

World Cup Daily

At the World Cup, adidas Wins Big for Germany—and Soccer

Posted by Mark J. Miller on July 14, 2014 02:01 PM

Germany won in more ways than one following the results of Sunday's World Cup final, where the country's national team claimed victory over Argentina in a 1-0 overtime thriller and one of its biggest brands, adidas, solidified its superiority in the sport over rival Nike.  

adidas, an official sponsor of the Cup, outfitted both Germany's and Argentina's teams, helping the brand declare victory over Nike since the two brands launched an epic marketshare battle centered around the tournament. Ultimately, adidas prevailed as the most talked about brand during the Cup thanks to a broad marketing strategy that included ads, social media and a major presence at the event. 

For one thing, as Bloomberg notes, many of the players Nike had signed as brand ambassadors were either injured or sent packing early in the Cup, while many of those under contract with adidas, particularly Argentina’s Lionel Messi, stayed in the tournament for much longer, ultimately giving adidas a lot more air-time.Continue reading...

World Cup Daily

Winner Takes All: No Matter the Outcome, adidas Will Win the World Cup

Posted by Mark J. Miller on July 10, 2014 02:22 PM

When Argentina’s Maxi Rodriguez put the final ball into the back of the net at the end of the seemingly endless World Cup semifinal against the Netherlands, there was a lot of celebrating going on across the globe. One place where there was sure to be extra high fives was within the offices of adidas.

The game, along with the other World Cup semifinal between Germany and Brazil, had pitted teams outfitted by adidas against those outfitted by Nike, and in both cases, the adidas-clad team won. Now adidas will have a World Cup final all of its own, featuring the man who has been the centerpiece of its World Cup-related marketing: Argentina’s Lionel Messi.

“Sponsoring the final teams is the grand prize for the apparel brand,” John Kristick, global chief executive officer of ad buying agency GroupM, part of WPP Plc., told Bloomberg. “There will be an immediate sales lift in the winning country, but these teams are football powerhouses—where, win or lose, the support for product sales will remain strong.”Continue reading...

World Cup Daily

Benefit Gives Female Football Fans Their Own Space to Watch World Cup

Posted by Mark J. Miller on July 7, 2014 05:10 PM

While many World Cup viewers are cramming themselves into sweaty bars, overpacked family rooms and massive public spaces, there are a few women in England who are seeing the matches in style. 

Benefit Cosmetics created a pop-up pub in London for women to watch the Cup along with other events, such as Wimbledon. It opened on the first day of the Cup with “cocktails, canapés,” and free “make-uppers” from beauty artists in attendance. The pop-up space will shut down on July 13, the final day of the soccer tournament. 

It isn’t just a sports pub for women, though, according to Event Magazine. There have also been karaoke nights, wine-tasting sessions, bingo and poker sessions, and live comedy, among other things. But Benefit's gambit is reflective of a greater push to recognize female soccer fans in a largely male sport.Continue reading...

sip on this

Coca-Cola Increases Investment in Stevia with Launch of Coke Life in Argentina

Posted by Dale Buss on July 1, 2013 06:53 PM

Coca-Cola is going further out on the stevia limb just weeks after the CEO of its arch-rival said that the extract of a South American bush "unfortunately does not work well with colas."

What does Coke know that PepsiCo CEO Indra Nooyi doesn't? She cast doubts on the long-term effectiveness of stevia as a sugar substitute in colas with her remark to analysts, even though Pepsi's use of stevia in the Australian version of its mid-calorie Next brand comprised the biggest commitment to stevia so far by either giant.

Coke's debut of stevia in a cola has been carefully planned and seems to have a few things going for it. First, it's via a new drink called Coca-Cola Life that will debut initially only in Argentina, an obesity-conscious, westernized market that also is familiar with stevia because of its long-time use in some form or another on the continent. The company said it will explore rollout of Life in other markets as well. Life will have about half the calories of regular Coke.Continue reading...

rising brands

Bitcoin Sees Broad Global Adoption of its Controversial Virtual Currency

Posted by Sheila Shayon on March 21, 2013 12:36 PM

Bitcoin, the virtual currency anonymously exchanged through an online peer-to-peer network, has hit the mainstream radar as ironically, a technical glitch caused a “flash crash” this week, sending Bitcoin on a 23 percent tumble and into financial headlines.

Created by Satoshi Nakamoto, “Bitcoin is not controlled by any government or central bank,” explains Business Insider. “And two, it’s private. In the world of conventional finance, governments can see every time you use your credit card, withdraw cash at an ATM, or make a wire transfer. Yet with Bitcoin, they don’t have this ability. And this is a key reason why Bitcoin has become so popular, especially in places like Argentina where people are getting squashed by their government.”Continue reading...

ad watch

Coca-Cola Tests 3D TV Advertising

Posted by Shirley Brady on June 2, 2011 12:30 PM

Coca-Cola released its first 3D spot in Buenos Aires — watch above.

sip on this

Coca-Cola Open Happiness Campaign Keeps on Rolling

Posted by Shirley Brady on April 26, 2011 12:30 PM

Coca-Cola's Open Happiness campaign that launched with a musical splash during American Idol in 2009 has taken its message on the road with a CLIO award-winning Happiness Machine with a sense of humor; a Happiness Truck, dispensing soft drinks and fun items in Brazil and beyond; and a Happiness Store, offering convenience and smiles (also in Brazil).

Another variation: the Friendship Machine, an elongated version of its Happiness Machine — 11 feet tall, so that people have to help each other get the coin in the slot, with the payoff of getting two drinks for the price of one.Continue reading...

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