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...

brand news

Brand News: Coca-Cola Life, Abercrombie & Fitch, Lululemon and more

Posted by Shirley Brady on June 11, 2014 08:30 AM

TOP 5 STORIES

Coca-Cola Life, in green can, marks first new Coca-Cola in UK since Coke Zero launched in 2006. 

Abercrombie & Fitch revises mission to be more inclusive.

Amazon reportedly plans local services marketplace as eBay local deliveries may be in trouble.

Uber faces protest by London's black cab drivers. 

Lululemon founder calls for shake-up of board.

MORE BRAND NEWS

Apple, Starbucks and Fiat face EU tax inquiry, putting Irish government on defensive.

Audi tests real-time Snapchat content with ABC Family.

Beckham launches soccer channel for Sky Sports.

Bic crowdsources handwriting styles to create a universal typeface.

BP will fly first commercial drone in the US.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...

sports in the spotlight

Sponsors Pressure FIFA Over Qatar Bid Ahead of World Cup Kickoff

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...

brand news

Brand News: adidas Steps Up for World Cup, Tyson Wins Hillshire and more

Posted by Shirley Brady on June 9, 2014 08:57 AM

TOP 5 STORIES

adidas partners with YouTube for The Dugout World Cup streaming channel, and leads FIFA sponsors calling for an inquiry into Qatar's bid. Above, its latest World Cup spot (with David Beckham, Lucas Moura, Zinedine Zidane and Gareth Bale), which has passed 9 million views since Friday.

Tyson Foods wins bidding for Hillshire Brands.

Amazon starts managing payments for third parties.

Barclays joins wearable tech revolution with contactless payment wristbands.

Gap Inc. becomes first US retailer in Myanmar with Old Navy and Banana Republic manufacturing.Continue reading...

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