World Cup Daily

Hours Away from the World Cup, Brands Big and Small Turn Up Soccer Spirit

Posted by Mark J. Miller on June 11, 2014 05:57 PM

With just hours until the World Cup kicks off in Brazil (with Jennifer Lopez, who finally confirmed she'll be performing the anthem in the opening ceremony), millions of fans and brands big and small are preparing to cheer on their favorite athletes and teams. And while much of the attention has been on the brand battle between Nike and adidas, there are plenty of local brands looking to get in on the action too. 

Over in Australia, local bookmaker Sportsbet.com sent a 151-foot hot air balloon shaped like Rio's Christ the Redeemer statue into the skies about Melbourne. The balloon, which wore an Australian soccer jersey with the words #KeepTheFaith on the back, was likely a reference to the national team's tough World Cup opponents, but spirit-lifting or not, the stunt didn't go over too well with local religious leaders and business owners. 

Meanwhile, British sportsbook Paddy Power caught its own share of flack after it posted an image showing the words "C'mon England PP" carved into a large swath of the Amazon rainforest. The company eventually had to clarify that the image was photoshopped and not real in order to avoid any further brand damage. 

Another local sponsor getting into the spirit is UK plumber Dyno, which is launching a campaign to keep everyone's toilets flowing freely during the World Cup. The brand will have "Rush to Flush" squads on-hand to handle emergency call-outs in hopes to avoid the same fate as four years ago, when there was a “25 percent increase in blocked toilets across the UK during the England vs France game.”Continue reading...

World Cup Daily

World Cup Branding: Kia Explains Football vs. Futbol with Adriana Lima

Posted by Shirley Brady on June 11, 2014 11:13 AM

Kia tapped model Adriana Lima for its Super Bowl spot two years ago. Now she's back with the brand in new ad campaign, its first US-focused World Cup campaign for the FIFA global partner. It's based on the assumption that Americans don't care about soccer—and as a sponsor of the ABC/ESPN TV broadcast of the tournament, Kia wants fans to care.

"We thought lots of brands feature superstars kicking the ball around, so we wanted to break through that clutter," Michael Sprague, EVP of sales and marketing for Kia Motors America, tells Marketing Daily. As for why it's finally promoting its global FIFA tie-in in the US: "Based on data we looked at after the 2010 games in the Hispanic and general market, we thought we needed to go ahead for 2014.”

Watch the rest of Lima's spots below, and follow Kia's World Cup campaign on social media (hashtag: #becomeafan).Continue reading...

World Cup Daily

Beckham Launches Soccer Net, Leather Collection—But No Miami MLS Stadium

Posted by Shirley Brady on June 11, 2014 07:54 AM

There's no relaxing for retired (or is he?) footballer David Beckham this World Cup kickoff week. Hot off his "House Match" spot for adidas, he's busy helping to launch footie-focused Sky Sports 5 in the UK (above), and (below) defending the scandal-ridden World Cup and revealing his capsule collection of leather jackets for Belstaff.

Beckham, who's trying to bring a Major League Soccer team in Miami, earlier this month hinted that he's itching to lace up his soccer boots and play again. That plan has been derailed, at least for now, with the mayor of Miami today rejecting the construction of Beckingham Palace a waterfront stadium that would have been home to the proposed MLS franchise.Continue reading...

World Cup Daily

World Cup 2014: The Battle for Brand Glory Will Be Fought on Social Media

Posted by Sheila Shayon on June 10, 2014 03:01 PM

The 2014 World Cup in Brazil, which kicks off on Thursday, may be the most expensive FIFA tournament to date, but it will also be the most social soccer event to ever occur.

For brands on Twitter, Facebook, Tumblr, Google+ and Instagram, hashtags have now become as valuable as 30-second commercials. Among branded hashtags now beckoning World Cup fans, Mondelez has claimed #PassTheLove, Marriott is using #TravelVictories and Johnson & Johnson’s Listerine is promoting #PowerToYourMouth in its first global social campaign.

"Connecting with fans posting through social is a critical opportunity for advertisers, who can engage with these viewers and potentially capture the momentum of Twitter TV activity around games to amplify brand messages," Stephen Master, SVP of sport at Nielsen, told Mashable.Continue reading...

World Cup Daily

Nike Risks Everything on Soccer Promotions as World Cup Kickoff Nears

Posted by Mark J. Miller on June 9, 2014 02:10 PM

With the World Cup just four days away, millions of fans worldwide are gearing up to watch who will come out on top of the prestigious tournament—the same which goes for marketers who are waging millions of dollars on the global exposure. 

The battle between Nike and adidas, the world leader in football-gear sales, has played out across the screen for months leading up to the global sporting event, of which adidas is the official (and longtime) sponsor. But while adidas may have the edge for now, Nike has been gaining quickly thanks to its innovative technology and marketing strategies.

Today, Nike released a five-minute World Cup-themed short film, "The Last Game," featuring animated versions of the sport's best players, from Portugal's Cristiano Ronaldo to Brazil's Neymar Jr., under the Nike Football campaign tagline, "Risk Everything." The film, Nike says, “tells the tale of a world where football has become bereft of risk and beauty, and only the world’s greatest players can save the game from extinction.”Continue reading...

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...

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