World Cup Daily
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
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...
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...
World Cup Daily
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...
Posted by Craig Stout on June 6, 2014 04:32 PM
No one argues with music’s power to elicit an emotional response. Yet brands so often fail to use audio to emotionally connect with customers. And as the Internet of Things becomes a reality and machines need to communicate with their human counterparts, sonic branding is more important than ever.
As a part of being the brand's FIFA World Cup sponsorship, Coke released the “Happy Beep” video, using the brand's iconic five-note audio mnemonic to turn everyday beeps of a Brazilian grocery store's checkout barcode scanner into a moment of surprise and delight. It’s difficult not to smile as the familiar Coke musical notes, which also played a role in its 2010 World Cup campaign, materialize.
But sonic branding goes beyond audio equivalent of visual logos and advertising. It’s not just the NBC chimes, Justin Timberlake’s “I’m Lovin' It” jingle for McDonald's, or the MGM lion’s roar. It is about managing the ecosystem of sonic elements that a brand has at its disposal—which is only going to increase as everything gets connected. These sonic elements can make experiences more intuitive, navigable and aid awareness of a brand’s presence. To see something, we need to be looking where as we don’t need to be actively listening to hear.Continue reading...
Posted by Abe Sauer on June 6, 2014 02:02 PM
Samsung's Galaxy of 54 Million Views: As World Cup fever reigns, kudos to FIFA sponsor Samsung for its breakout hit video, #GALAXY11: The Training. The short film, which features footballers Leo Messi, Cristiano Ronaldo, Wayne Rooney, Landon Donovan and Iker Casillas playing soccer in the world of Tron against early prototypes of Star Wars' droid army (we think), is already closing in on 54 million views in just a two weeks. And will Samsung-sponsored Team England use their new Galaxy phones to recreate the brand's Oscar selfie success? Stay tuned...Continue reading...
Posted by Shirley Brady on June 6, 2014 09:15 AM
TOP 5 STORIES
Apple’s iPhone tops America’s most profitable products as iWatch rumored for October and brand woos Chinese developers.
Beats gets kudos for global World Cup campaign, above.
BP, still under fire for Gulf of Mexico oil spill, launches UK charm offensive.
GM “switch from hell” saga detailed by the Washington Post.
Vodafone admits global phone tapping and surveillance.
MORE BRAND NEWS
Beastie Boys awarded $1.7 million in copyright case vs. Monster Energy.
CVS aims to kick tobacco habit by October.
Dove sketches campaign wins Grand Effie.
Facebook explains why organic reach is dropping; faces tighter EU privacy with peers.
Google passes Microsoft in US browser market share; releases 3D mobile tablet prototype.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...