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...

brand news

Brand News: Adidas, Apple, Big 12 and more

Posted by Shirley Brady on July 3, 2014 09:39 AM

TOP STORIES

USA soccer loss to Belgium (see McDonald's Fry Futbol highlights above) nets second-highest World Cup audience

Adidas and Walmart shoe designer settle trademark dispute.

Apple sued for trademark infringement in China.

Big 12 conference unveils new logo.

BP loses bid to trademark the color green.

MORE BRAND NEWS

American Apparel ousted CEO strikes investment deal.

Campbell Soup Company focuses on creating "food memories."

Dell opens center for selfie improvement.

Fab launches Hem sub-brand for customizable home furnishings.

Globe & Mail journalists strike over advertorial push.Continue reading...

World Cup Daily

Brands Help World Cup Shatter Records as Global Fans Engage in Football Fever

Posted by Sheila Shayon on June 30, 2014 06:14 PM

With seats in the World Cup quarter finals quickly filling up, the full effect of the World Cup branding machine is becoming more evident. With tensions and spirits high, soccer fans around the world are shattering viewership and engagement records as brands' marketing efforts continue to see major pay-off. 

The US soccer team’s 2-2 draw against Portugal was the most-watched soccer telecast ever in the US, grabbing an audience of 26 million people via ESPN, Univision, ESPN3 or WatchESPN, plus untold masses at sports bars and watch parties nationwide. High-interest matches like Brazil vs. Croatia, Spain vs. Netherlands and Germany vs. Portugal also saw spikes in viewership across broadcast and online networks. 

On social media, brands, whether an official sponsor or not, are seeing major traction with real-time marketing efforts and major World Cup-themed campaigns. So brandchannel asked Jeff Hoffman, SVP of Content Marketing at Erwin Penland (the agency behind Denny’s account) what brands he felt are utilizing social media the best during the games:Continue reading...

brand news

Brand News: Adidas, GM, Yahoo and more

Posted by Dale Buss on June 27, 2014 09:03 AM

TOP STORIES

Adidas pulls teeth-baring ads featuring Suarez after World Cup biting incident.

GM now faces federal grand jury probe in recalls, as company finally recalls 29,000 Chevrolet Cruze models that were part of sales “stop order.”

Nike sales fueled by World Cup and social marketing.

Yahoo seeks to buy YouTube content partner Fullscreen.

Google starts scrubbing Europe search results under “right to be forgotten.”

MORE BRAND NEWS

Audi introduces understated first plug-in hybrid as brand beams World Cup results over New York's East River using headlights.

Buick puts on running shoes with MyMapFitness.

Cracker Jack launches "Surprise Inside Project" gifting campaign. 

McDonald’s tests mobile ordering app.

Mercedes-Benz packs its GLA crossover in new social campaign.Continue reading...

World Cup Daily

Suarez Puts the Bite Back in World Cup Real-Time Marketing

Posted by Mark J. Miller on June 25, 2014 11:39 AM

When Uruguay’s Luis Suarez chomped down on Italian defender Giorgio Chiellini late in the second half of Thursday’s match, it marked the third time that Suarez has used his teeth against an opponent, though the first time on this grand a stage. 

The controversial moment didn't go over well with Italy, who ended up losing and being knocked out of the tournament, and FIFA said it is now investigating the incident, which will likely net Suarez a long suspension. But their losses gave the World Cup its first major social moment, with brands stretching their real-time engagement muscles in what became a steady stream of tweets, memes and timely promotions.  

Most of the tweets from brands including McDonald's, Snickers, Trident and more offered up tastier options to satisfy Suarez's hunger, but adidas, official World Cup sponsor and a sponsor of Suarez, even took some heat for its relationship with the controversial athlete.Continue reading...

World Cup Daily

Despite England's Early Exit, Nike is Still Dominating the World Cup

Posted by Mark J. Miller on June 20, 2014 04:35 PM

The World Cup is barely over a week old, but it has already given the Super Bowl quite a kick. After one week, fans around the globe watched more than 1.2 billion minutes of World Cup ads on YouTube. That’s around four times more than they did for the much-ballyhooed Super Bowl ads that aired earlier this year. 

According to Google, on the first day of the Cup, fans watched 25.4 million views of World Cup ads, with the list dominated by Nike, which has three ads in the top 10.  

Nike may have tipped the scale in its favor thanks to its deep roster of soccer stars that appear in its “Risk Everything” campaign, a fact that must be making official Cup sponsor Adidas, which is attempting to protect its still-dominant football market share, feel a bit queasy.

The Nike-Adidas squabble has manifested elsewhere at the Cup as well. Adidas has The England National Team is sponsored by Nike, but England captain Steven Gerrard is an Adidas brand ambassador. Gerrard and his teammates, who just today were booted from the tournament, have been walking around the Cup wearing tons of Nike-branded gear with little England branding in sight, which Adidas isn't too happy about.Continue reading...

World Cup Daily

Brazil May Be the Host, But World Cup Ad Effect is Felt Globally

Posted by Mark J. Miller on June 16, 2014 04:03 PM

The World Cup isn’t just bringing consumer attention to one sporting event—it's bringing major dollars to ad markets across the globe.

Media buyer ZenithOptimedia said the World Cup will “add as much as $500 million to the Latin American ad market this year, a further $300 million in the US and $300 million in Western Europe,” according to the International Business Times. The Asia Pacific region, however, will only see $250 million in related ad spend since the time difference between Brazil and the region makes it hard for consumers to watch the tournament. 

"The World Cup will provide a big boost to television in June and July, but we expect its share of the global advertising market to begin to fall this year, after peaking in 2013," said ZenithOptimedia. "Television's global market share rose slowly but steadily for decades, increasing from 29.9 percent in 1980 to 39.6 percent in 2013. We now expect its share to erode to 39.4 percent in 2014 and 38.3 percent by 2016.” Television ad spend is expected to keep rising at an average of 4.4 percent a year to 2016, but internet advertising is growing at 16.2 percent annually.

But Lou Aversano, CEO of Ogilvy & Mather New York, told Bloomberg that the World Cup is a worthy risk for brands looking to use the platform for advertising, as this year's social activity around the Cup has already surpassed that of 2010 tournament.Continue reading...

sustainability

Social, Sustainable Activism Takes the Field at the World Cup

Posted by Sheila Shayon on June 16, 2014 12:35 PM

As the World Cup continues in Brazil, Greenpeace has scored a major goal. 

Long-time FIFA sponsor adidas, which expects to generate $12.25 million in revenue from this year’s tournament, announced a partnership with bluesign technologies to better manage chemicals in its supply chain as well as committing to disclosing 99 percent of its China-based “wet processes” by the end of 2014.

Additionally, the brand has committed to 80 percent supply chain transparency by mid-2016, and full transparency by 2020 via its "IPE Detox platform."

"This announcement represents a major step towards the toxic-free future we need,” said Manfred Santen, Detox Campaigner at Greenpeace Germany, according to Fibre2Fashion. “This credible approach with achievable milestones shows adidas is back onside with Detox. This is a victory for adidas’ customers, for the local communities forced to live with toxic-water pollution and for our future generations. Global brands like adidas have the power and the responsibility to help us kick out these dangerous chemicals for good.”

Greenpeace pushed adidas on its “breach of promise” to provide non-toxic soccer apparel for the World Cup after testing found hazardous chemicals in 33 items including boots, goalkeeping gloves and balls from the brand, as well as those from Nike and Puma.Continue reading...

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