Unless you’ve been living under a rock recently you wouldn’t have been able to escape the lead up to the 2014 World Cup. Having said that, there’s been so much hype about the 20th World Cup that it would probably find its way under the rock anyway.
(I must say that I have never watched a football game before so I can’t say that I’m not a fan of the sport. I do like watching sports so perhaps I would enjoy it, however, my only dislike with the game is the over-the-top hooligan fans that come with it. The ones that get into fights when their adored team loses or starts riots in a town centre pub when they disagree with a refs decision.. This type of football crazy fan makes me think negatively about the sport and therefore have steered clear. But what I have been interested in is the overload of football themed campaigns that have been released this summer.)
Many companies have jumped on the opportunity to release a timely campaign that fits in with the build up to the World Cup. Brands like Nike and Pepsi have pushed the boat out, so to speak, and have created some extravagant campaigns, whilst others have simply paddled in the shallow waters with a more simple approach.
Here’s a look into some of the campaigns that have launched to coincide with the 2014 World Cup:
Kristin Patrick, Pepsi’s global chief marketing officer, told Bloomberg in April: “It’s the first time we’ve rolled out a global football campaign to this magnitude. It’s in 130 countries, and we have a large body of content from television, short films and digital content. We have events happening every single month leading to up to the summer.”
Nike’s ‘Winner Stays’ ad, the second in its ‘Risk Everything’ 2014 football campaign, has attracted more than 70 million YouTube hits so far.
Beats by Dre
Adidas, an official partner of FIFA has 17 million Facebook likes and one million Twitter followers.
The advert creation isn’t the only element of the campaign as Adidas promises to have 50 people in its Rio ‘war room’ located at the home of Flamengo FC. “Our target is to be the most talked about brand at the World Cup,” says Rob Hughes, senior global football PR manager, adidas global football. “We will have our legal, marketing and FIFA teams to help expedite approvals, to ensure we are best placed to publish content and drive media spend, no matter what the time, day or time zone.”
It is clear, however, that a company doesn’t need to be an official partner or sponser with FIFA. Coca Cola’s campaign has been over-shadowed by Pepsi even though Coca-Cola is an official partner and sponsor.
also got involved by creating ‘hashflags’. This new feature turns a hashtag and 3 letter abbreviation into a colour icon of the countries flag.
So to sum up the campaigns, it is clear that a visual and interactive approach has been used by many big-name brands as way of establishing themselves within the World Cup. Social media has, of course, hit the ground running with new features and engaging ways for fans to communicate throughout the World Cup. There is a lot more that could be said about new campaigns and features but I feel like this post is now rather long, so here are a couple of links for you to use if you wish to read more about this.
Tech Giants Play The Game