The best of the beautiful game campaigns

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:

Pepsi

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

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

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.

CocaCola


Twitter also got involved by creating ‘hashflags’. This new feature turns a hashtag and 3 letter abbreviation into a colour icon of the countries flag.

shakira

 

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

War Rooms

Royal Baby Banter Boom

If there was a time that would be perfect to create a clever and humorous pun for product promotion or a brand campaign then now is that time. Many brands have taken the birth of the royal baby as an opportunity to come up with clever puns including Warburton, RyanAir and Coca Cola.

One of the main features of a good campaign is the timing of release. It’s not just about throwing a press release out there at any given moment; timing is everything. For example, the Oreo SuperBowl blackout takeover (If you’re not aware of this check it out – http://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/) that showed everyone how timely ads should be done. Although these royal baby adverts aren’t exactly quick off the mark, we can all assume they’ve been in planning for 9 months, they’re definitely on the topical bandwagon.

My favourite has to be Warburtons advert although RyanAir also put up a good effort in the pun play-offs with their promotion for cheaper flights:

Fotor0724131443

Whilst some brands took the humorous route others went for a more sophisticated approach such as Coca Cola and GH.Mumms Champagne:

Fotor0724131534

Of course, with any exciting thing to happen in the UK comes with it the explosion on Twitter. (Of course, Facebook and other sites as well but Twitter is the leader of hypes.) Many took to Twitter to share their happiness over the announcement that Kate Middleton had gone into labour whilst others opted to share their lack of interest in the new Prince. (Personally, I’m all for the excitement of it; the future King has been born. It’s a big deal!) There were many funny tweets posted and one of my favourite ones is “@_Snape_ Dear William and Kate: If William is 100% royal and Princess Kate is 0% royal, will that make your son a half-blood prince? #RoyalBaby”.

BPzd56KCcAADnyiThe main hype though was the baby’s name. What would it be? Again, many people took a humorous route suggesting typically British names like Dave and setting up a petition for the new Prince to be presented to the world held up like the scene from The Lion King. A petition that was obviously never going to get passed. Some people thought about it seriously though and James and Andrew seemed to be the most popular name being mentioned under the hashtag #royalbabyname. I quite like the name James and HRH Prince James of Cambridge has quite a nice ring to it, in my opinion.

I love a good Twitter hype, especially when it’s about something so exciting rather than another Belieber takeover…