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World Cup Daily

World Cup Marketers and FIFA Aim to Bring Corporate Citizenship to Messaging

Posted by Mark J. Miller on June 6, 2014 07:15 PM

There will be a lot of hugging and tears along the way to the July 13 World Cup final in Rio, and not all of it will have to do with the games themselves.

As brands do everything they can to woo the world’s football fans, corporations are also leveraging the world’s largest sporting event for opportunities to showcase corporate citizenship. For example, Coca-Cola and FIFA teamed up to help Brazil’s visually disabled soccer team have their own moment with the trophy, an honor generally only allowed for victors and heads of state. The moment was turned into a mini-documentary, above, that Coke is now sharing with the world.

As Brazilians protest the expenditures its country is making to host the Cup rather than helping build the infrastructure and providing jobs, food, and housing, many corporations are trying to take a more inclusive and community-minded approach to their branding efforts.Continue reading...

World Cup Daily

In Marketing Race to the World Cup, Brands Turn Focus on Culture

Posted by Mark J. Miller on June 5, 2014 04:11 PM

The World Cup starts next week, but the amount of advertising related to it is already overwhelming. Marketers have piled on to this World Cup more than any World Cup in the past, the New York Times reports, thanks to the expanding Hispanic population in the US, the ability to reach more consumers with social media and better technology, and the growing love for event TV that viewers actually watch as it happens rather than later, when they can skip through the ads.  

“World Cup soccer has the power to be the most talked about subject in social media, ever,” commented Gail Horwood, VP for worldwide digital strategy at Listerine’s parent company, Johnson & Johnson, to the Times. “We’re going to tell the story of the matches through the mouths of the fans using two 24-hour newsrooms, in New York and London, with support on the ground in Brazil.”

Another sign that this World Cup has entered into a new realm for marketers, the Times notes, is how, like at the Olympics or Super Bowl, official sponsors are being "dogged by rivals also seeking to ride the World Cup’s coattails" as so-called ambush marketing gets more sophisticated (and digital). So more than ever this World Cup, FIFA partners such as Coke and adidas are seeing a lot of marketing pushback from rivals Pepsi and Nike.Continue reading...

World Cup Daily

Nike Leads Brand Marketers Kicking Up World Cup Fever on the Web

Posted by Mark J. Miller on June 4, 2014 02:44 PM

The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.

After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.

One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...

World Cup Daily

World Cup Marketing Sees Big Wins and Losses as Event Nears

Posted by Mark J. Miller on June 2, 2014 03:51 PM

With just 10 more days until fans and brands alike can let their soccer spirit run wild, marketers are putting final touches on their efforts to get in front of the hundreds of millions of global fans that will be turning out and tuning in to the month-long tournament. But much like the qualifying rounds on the field that led up to the Cup, some of the efforts that have been unveiled have been good, bad and ugly.    

The Good:

Banco de Chile tugs at fans' heartstrings with its new ad that features the 33 Chilean miners that were stuck underground for 69 days in 2010. The group delivers a rousing pep talk to the country's team to help them get through one of the Cup's toughest first-round groups, the so-called "Group of Death." "We are not scared of the Group of Death," one miner says, "We don't care about death! Because we have beaten death before!"

Britain's Grant's Whisky has gotten into the act as well, launching a series of short films (produced by the saucily named BigBalls Films) that feature aging football greats sharing their memories and tips with today's players under the #StandTogether hashtag being used to support Team England. The films are the first installments on Grant's new YouTube channel.Continue reading...

World Cup Daily

World Cup 2014: Welcome to the Non-Sponsor Main Event

Posted by Mark J. Miller on May 29, 2014 02:19 PM

Nike and Samsung may not be official sponsors of this summer's World Cup in Brazil, but that's not stopping them from taking full advantage of the event. The pair top a new list from Unruly Media of the most-shared football/footie/futbol-related videos. In fact, non-sponsors are responsible for 54 percent of total shares.

FIFA's official brand partners that made it into the top 11 ranking include Castrol and its "Footkhana" video; Coca-Cola, which has turned out a slew of soccer-related campaigns; Emirates Airlines; and Visa. Non-sponsor Pepsi, attempting to give its rival a run, was ranked at No. 14. Sponsors that didn't make it into the top 10 include Budweiser (16), Sony (18), McDonald’s (20), Johnson & Johnson (24), and Kia (26).

Part of the opportunity and challenge of being a World Cup official sponsor is the event's global appeal. According to Ad Age, 175 of Coca-Cola's 207 markets have adapted Coke's central campaign (see more below) for the 2014 World Cup. In comparison, only 100 markets bought into the brand's London 2012 campaign. The higher buy-in this year is partially due to making the campaign creative relevant locally with a customizable logo.Continue reading...

World Cup Daily

At the World Cup, the Biggest Match Will Be Between Marketers

Posted by Mark J. Miller on May 28, 2014 04:08 PM

With 15 days until the kickoff of the World Cup, brands are scrambling to lay claim to any piece of the action, but with only a limited number of official sponsorships available, many are turning to social media in hopes of capturing some real-time engagement. 

According to Marketing Week, big brands such as adidas, Budweiser, Johnson and Johnson and Volkswagen are pouring cash and energy into preparations to use social media and data as much as possible during the Cup's month-logn run in order to capture the attention of second-screen viewers—of which there will be a lot. According to Comigo, game highlights and full match replays will be watched by 63 percent of viewers on their computers, and around a quarter of viewers will watch highlights on their tablets and smartphones. 

”Facebook and Twitter are going to play a big role in how we activate around the World Cup," Jennifer Anton, marketing manager at World Cup sponsor Budweiser UK, told Marketing Week. "That’s not to say they weren’t in 2010 [during the last tournament] but we’re going to be using all the insights we have learnt during this time to connect with consumers around what we feel is going to be the biggest social media conversation ever.”Continue reading...

World Cup Daily

Latinos Stay Top of Mind for World Cup Marketers

Posted by Mark J. Miller on May 27, 2014 01:17 PM

With the World Cup kicking off in Brazil in a little more than two weeks, the world's marketers are ramping up their efforts on social media, mobile, and to the Latino community to better reach diehard—and fair-weather—soccer fans. 

According to MediaPost, US cities with high Hispanic populations are topping Google's World Cup search list. Populations in Portland, Ore., Miami, New York and Los Angeles are among the nearly 50 percent of American Hispanics that are anxiously awaiting the start of the tournament.

YouTube is feeling the power of the World Cup as well. In April and May, soccer was the most-watched sport on the site with around 1.6 billion views of soccer content being consumed between April 13 and March 13. Viewership of soccer video this year has already far exceeded the amount seen during the last World Cup. 

Mobile searches are also seeing an uptick, MediaPost notes. In the 2010 World Cup final, mobile searches on Google "saw about 18 percent of searches for games, players and teams," but during this spring's UEFA Champions League championship, which pitted the best European club teams against each other, similar searches made up 63 percent of Google searches. 

All this traffic, of course, means a big payday for the TV networks broadcasting the event in their markets. Campaign Live hears that the UK's ITV is expecting a 13 percent increase in ad revenue during its second quarter, all thanks to the Cup.Continue reading...

World Cup Daily

World Cup Watch: Budweiser Rises as One with Help from VICE

Posted by Mark J. Miller on May 26, 2014 01:05 PM

With the World Cup in Brazil kicking off on June 12, brands are going into overdrive to capitalize on the growing anticipation.

Budweiser, the official beer sponsor of the massive event, has embarked on a multi-faceted World Cup marketing campaign that includes a co-branded content web series—a first for the brand—in partnership with the Millennial magnet that is the VICE media brand these days.

The "Rise as One: Modern Stories" series started as a documentary on Fox and has been playing out in episodes on its YouTube channel as well as via its (age-gated) World Cup microsite, called (in line with its World Cup tagline), Rise as One.Continue reading...

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