World Cup Daily
Posted by Mark J. Miller on June 12, 2014 04:32 PM
After years of preparations and qualifying tournaments, the World Cup is finally here. And soon it will be clear if the new stadiums can handle the crowds, whether Spain can reclaim the Cup, and what brands will claim the marketing crown.
With the first day of the tournament, which kicks off with hometown favorite Brazil facing Croatia, comes a renewed effort from brands to get their names in front of the millions of fans watching across the globe. And why not? The first game ball has just barely begun to roll down the field and already Unruly Media has concluded that World Cup ads have outperformed those surrounding the Super Bowl.
While World Cup engagement levels online are through the roof, it all may come crashing down if hacker group Anonymous succeeds in its threat to compromise sponsors' websites. According to SC Magazine, the group has defaced eight World Cup websites and disrupted another. The attacks are focused on government and sponsor websites to “protest the lavish spending on the soccer games in a country struggling to provide basic services,” Reuters reports.Continue reading...
World Cup Daily
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...
sports in the spotlight
Posted by Mark J. Miller on June 9, 2014 11:02 AM
The 2014 World Cup hasn't even gotten underway yet, but major sponsors of the event are already criticizing FIFA for its pick for the 2022 tournament host nation: Qatar.
The selection of Qatar in December of 2010 immediately raised major concerns for a number of factors, including the punishing heat that the country suffers through during the traditional World Cup months of June and July; the country’s poor human-rights track record; the fact that Qatar doesn’t have much of a history with soccer; and that all of the stadiums for the event needed to be constructed (and will be white elephants after), among other issues that comedian John Oliver can explain for you.
Besides former US President Bill Clinton's total disappointment with the decision to skip the US and head to Qatar, investigators have now revealed that there were likely millions of dollars in bribes exchanged in order for Qatar to win the bid, The Guardian reports. The country has also come under fire for supposedly using "slaves" to help build the needed infrastructure for the event.
On top of everything else, the news of the illegal transactions now has official sponsors including adidas, Sony, Coca-Cola and Visa concerned about their association with the event. "Our expectation remains that all of our partners maintain strong ethical standards and operate with transparency,” Visa said, according to Associated Press.Continue reading...
World Cup Daily
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...
Posted by Shirley Brady on June 4, 2014 09:28 AM
TOP 5 STORIES
American Express produces first documentary with "Spent: Looking for Change" project.
Google promotes Lorraine Twohill to SVP of marketing.
Tesco reports unprecedented customer loss as rival UK grocers gain.
US TV upfront ad sales start to move as major media buy involves time-shifted TV.
Walmart's “Made in USA” push exposes suppliers' strains.
TOP 5 STORIES
Airbnb tests group dinners for strangers.
Burberry realigns marketing teams.
China state media urges “severe punishment” for U.S. tech firms.
Diageo puts digital control back in brands’ hands.
Facebook buys Finnish mobile data firm.Continue reading...
World Cup Daily
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...
Posted by Mark J. Miller on March 10, 2014 06:42 PM
As more information and new reports of data hacks continue to pour in, striking major retailers like Target, Neiman Marcus and others, the US is becoming increasingly aware of the many dangers associated with using debit and credit cards
MasterCard and Visa, whose businesses are eroded every time a consumer’s information is stolen, have decided to take action and are leading an effort to form a “cross-industry group to improve security for card transactions and press US retailers and banks to meet a 2015 deadline to adopt technology that would make it safer to pay with plastic,” Reuters reports.
Other members of the group include credit unions, banks, retailers, and industry trade associations, which are initially pushing for the implementation of technology already used in Europe and Asia—EMV cards—which “store information on computer chips rather than on traditional magnetic strips, making them harder to counterfeit,” according to the wire service.Continue reading...
Posted by Dale Buss on March 10, 2014 09:32 AM
Google looks to repeat Android success with wearable devices.
Instagram inks ad deal with Omnicom worth up to $100 million.
MasterCard and Visa form payment-security group.
AT&T and T-Mobile rejigger wireless prices.
American Airlines and JetBlue end sales partnership.
Biomet files for IPO.
Boeing inspects undelivered Dreamliners for cracks and braces for any tarnish from Malaysian Airlines disaster.
Buffalo Wild Wings ramps up tablet rollout.
Cars.com goes on block for $3 billion.
Caterpillar and Sany argue over which is No. 1 in China excavator market.
Chipotle is asked to do sustainability reporting.
Chiquita buys Fyffes to create world's largest banana company.Continue reading...