World Cup Daily
Posted by Mark J. Miller on May 27, 2014 01:17 PM
With the World Cup kicking off in Brazil in a little more than two weeks, the world's marketers are ramping up their efforts on social media, mobile, and to the Latino community to better reach diehard—and fair-weather—soccer fans.
According to MediaPost, US cities with high Hispanic populations are topping Google's World Cup search list. Populations in Portland, Ore., Miami, New York and Los Angeles are among the nearly 50 percent of American Hispanics that are anxiously awaiting the start of the tournament.
YouTube is feeling the power of the World Cup as well. In April and May, soccer was the most-watched sport on the site with around 1.6 billion views of soccer content being consumed between April 13 and March 13. Viewership of soccer video this year has already far exceeded the amount seen during the last World Cup.
Mobile searches are also seeing an uptick, MediaPost notes. In the 2010 World Cup final, mobile searches on Google "saw about 18 percent of searches for games, players and teams," but during this spring's UEFA Champions League championship, which pitted the best European club teams against each other, similar searches made up 63 percent of Google searches.
All this traffic, of course, means a big payday for the TV networks broadcasting the event in their markets. Campaign Live hears that the UK's ITV is expecting a 13 percent increase in ad revenue during its second quarter, all thanks to the Cup.Continue reading...
World Cup Daily
Posted by Mark J. Miller on May 26, 2014 01:05 PM
With the World Cup in Brazil kicking off on June 12, brands are going into overdrive to capitalize on the growing anticipation.
Budweiser, the official beer sponsor of the massive event, has embarked on a multi-faceted World Cup marketing campaign that includes a co-branded content web series—a first for the brand—in partnership with the Millennial magnet that is the VICE media brand these days.
The "Rise as One: Modern Stories" series started as a documentary on Fox and has been playing out in episodes on its YouTube channel as well as via its (age-gated) World Cup microsite, called (in line with its World Cup tagline), Rise as One.Continue reading...
Posted by Mark J. Miller on May 22, 2014 04:02 PM
In yet another timely play for soccer fever, Pepsi has launched a limited-edition clothing collection meant to capture the "art" and creativity behind soccer.
The Live for Now Capsule Collection features clothing, accessories and electronics created by international designers including Original Penguin by Munsingwear, B&O PLAY, Gents, Goodlife, Del Toro and SHUT.
The line, which overlaps Pepsi's "The Art of Football" initiative—celebrating soccer without being a FIFA World Cup sponsor—with its global Live for Now branding campaign, will be available at Bloomingdale's in the U.S., Colette in Paris, and Liberty in London.Continue reading...
Posted by Mark J. Miller on May 21, 2014 02:20 PM
Coming off another disappointing quarter of sales, the "McScary" mascot launch and on the eve of its always feisty annual general meeting, McDonald's is turning up the volume on consumer engagement in order to tune in to what fans want from the world's biggest quick serve restaurant brand.
Building on the user-generated content trend that's been tapped by Coca-Cola for its "Ahh Effect" campaign, as well as Airbnb, Canon and other brands, McDonald's UK is asking the public to weigh in on its newest burger. Mixing and matching 80 different possible ingredients, consumers can design the burger of their dreams on the MyBurger website and then vote on others' submissions. The top 12 will be judged and the winning combos will be sold for a limited time in 1,200 restaurants across the UK.
"Customization and digital engagement are becoming an integral part of how consumers interact with companies and we want to continue to innovate as a brand," Alistair Macrow, SVP and chief marketing officer of McDonald’s UK, told Marketing Magazine.Continue reading...
Posted by Mark J. Miller on May 20, 2014 03:11 PM
Manchester United does not like to lose; nor does its millions of fans, management and players.
And for most of the sporting brand's 136 years, it hasn't. ManU has been a reliable powerhouse and a dependable victor in one of soccer's toughest leagues. It has won plenty of Cup tournaments and the most Premier League Championships. 26 of those winning seasons came under Sir Alex Ferguson, who retired after the 2012-13 season when ManU won its 20th league championship. Since Ferguson's retirement, though, the team has struggled under his replacement, David Moyes, and finished seventh in the league, its worst finish in Premier League history.
Unwilling to adjust to the less than favorable placement, ManU booted Moyes and has since hired Holland's Louis van Gaal to take over the squad. van Gaal will pick up coaching duties after he leads the Netherlands through this summer's World Cup.Continue reading...
Posted by Sheila Shayon on May 20, 2014 12:38 PM
McDonald's just wants things to go back to being happy, but the QSR brand's latest marketing move has done everything but. In an effort to boost sales and promote healthy additions to its Happy Meal product, the company introduced a new mascot, "Happy," an anthropomorphized Happy Meal box that proceeded to scare the bejesus out of everyone on social media.
As the official Happy Meal brand ambassador, Happy is tasked with encouraging kids to enjoy fruits, vegetables, and low-fat dairy like McDonald's new Go-Gurt Low-Fat Strawberry Yogurt, but the character's online antics have distracted consumers from the new product launch. The character was first introduced in 2009 in France and has since traveled throughout Latin America and Europe, only to wash up on US shores with little fanfare.
The reveal follows the makeover of McDonald's other (unsettling) mascot, Ronald McDonald, who was outfitted with some new attire last month. Surprisingly, the fast-food chain has chosen to ignore the cries of critics who fault McDonald's with selling less-than-healthy food to kids via cartoon characters.Continue reading...
Posted by Mark J. Miller on May 19, 2014 12:11 PM
The World Cup, a sporting event far larger than the Super Bowl in both size and marketing dollars, is only a few short weeks away and brands are doing all they can to get in front of the millions of soccer fans around the globe. Perhaps the biggest battle will be between Nike and adidas, which is an official sponsor of the event and the maker of the tournament's official game ball, Brazuca.
But while adidas' name and logo will be slapped on billboards and stadiums across the country, the brand is surely bracing for whatever ambush marketing move Nike has up its sleeve, much like the brand has done at past Olympic and World Cup events.
Nike has been quickly catching up to adidas in the soccer gear market, despite the fact that it only entered in 1994 after the World Cup came to the US. Nike has far outgrown the German company as a whole, but adidas is still the leader in soccer, bringing in a reported $2.4 billion in 2013 compared to Nike's $1.9 billion, according to Bloomberg Businessweek.Continue reading...
Posted by Mark J. Miller on May 19, 2014 10:37 AM
Samsung elevated its marketing game today as it took over the world's busiest airpost terminal at London's Heathrow Airport. For the next two weeks, the airport's Terminal 5 will be known as Terminal Samsung Galaxy S5, the brand's latest stunt to push its flagship smartphone.
“We are always looking for ways to maximize brand impact and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before,” said Russell Taylor, Samsung Electronics U.K. and Ireland’s Vice President of Corporate Marketing, according to BGR.
Indeed, travelers won't be able to escape the Samsung promotion, which has taken over all signage and digital ad space in the terminal. Curious consumers will be directed to the Dixons Travel store inside the terminal, where they can try out and buy the handset, 11 million of which have already been sold since the S5 hit the market.Continue reading...