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...

World Cup Daily

Protests Fail to Slow World Cup as Brands Press On with Promos

Posted by Mark J. Miller on June 13, 2014 03:31 PM

Come hell or violent protests, nothing is stopping the World Cup train from running wild through Brazil. Thousands of protestors and police donning riot gear clashed in the streets of Sao Paulo in the ongoing battle over exorbitant spending on the major tournament by the Brazilian government and the millions being spent by brands sponsoring the event. 

Despite the shadow strewn across the World Cup, brands are rolling on with their elaborate and expensive campaigns, sponsors or not. Pepsi, whose rival Coke is the major beverage sponsor of the tournament, just released a new short film directed by Spike Lee featuring a World Cup-themed song from Kelly Rowland. The film is part of Pepsi’s Beats of the Beautiful Game project, which consists of a short films and a music album featuring stars like Janelle Monáe, Timbaland and the all-girl Brazilian funk band Pearls Negras.

In addition, Pepsi has teamed up with Dutch consumer electronics brand Band & Olufsen to release a limited-edition headphones as part of its soccer-themed Live for Now capsule collection. The headphones have street-art patterns on the underside with black, white or Pepsi blue on top, according to Stylus.com.Continue reading...

branded entertainment

Branded Content Watch: Dear Kittens of the World Cup

Posted by Abe Sauer on June 13, 2014 01:07 PM

After clocking five million views in four days, Buzzfeed's low-budget commercial for Purina has passed more than 10 million views in the week since it was posted on June 5th. Credit the faux Morgan Freeman narration and wit of web wag Ze Frank, who happens to be EVP of video for Buzzfeed. (Purina, meanwhile, is about to ramp up the amount of branded content on its Petcentric YouTube channel.) Watch "Dear Kitten" (again... and again) below, along with this week's other noteworthy branded content efforts:Continue reading...

World Cup Daily

With Alcohol Bans Lifted, the World Cup is Gearing Up to be One Big Boozy Party

Posted by Mark J. Miller on June 12, 2014 06:37 PM

With the first match won, there's no doubt Brazilian fans are celebrating in the Sao Paolo arena with an ice cold Budweiser—or three. The beer giant, one of the World Cups major official sponsors, is more than ready to reap the benefits of its massive cross-media marketing efforts.

“It’s incredible the impact digital is having,” on Budweiser’s World Cup activity, marketing manager Jennifer Anton told The Drum, though she noted that television is still important. “TV really drives affinity and will continue to be important,” she told the site. “We’re seeing the cross-over with video on demand and people watching our ads on YouTube. As consumers change their media habits, we’re changing along with them.”

To capture the video-loving audience, Bud has worked with VICE Media to create football-centric videos for its website and YouTube channel, creating documentary-style programming in keeping with the VICE News ethos.Continue reading...

World Cup Daily

With the World Cup Underway, Brands Embrace Global Football Frenzy

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...

brand news

Brand News: FIFA, Facebook, Starbucks and more

Posted by Shirley Brady on June 12, 2014 09:05 AM

TOP STORIES

The 2014 World Cup kicks off with a memorable moment as embattled FIFA head Sepp Blatter says his "mission is not finished."

Facebook gives marketers more access to your data.

Amazon launches Prime music service in US today. 

Starbucks to offer wireless phone charging with Duracell.

Twitter fights TweetDeck hack (make that accident) as C-Suite shake-up rumored.

MORE BRAND NEWS

Alibaba's 11 Main: US shopping site or R&D experiment?

Apple's influence extends to white being most popular car color.

AT&T accuses Netflix of "double-talk" over Comcast and Verizon.

Google now owns a satellite, and a platform to connect businesses with customers. 

HP takes a crack at reinventing the computer.Continue reading...

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...

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