The 2014 World Cup is underway and in the last four years it has grown to be the largest and most connected global sporting event – surpassing more interest digitally than the Tour de France, the big game, and Olympics combined! If a brand is looking to reach an audience, there is no larger opportunity to do so than during the World Cup. The buzz around the World Cup does not just revolve around the actual games. Brands, fans, advertisements, and ceremonies all play a part. For the next month many brands and retailers have created in-store and digital marketing campaigns that solely revolve around these exciting games.
Coca-Cola, one of the largest sponsors of the games, developed more than one World Cup song this year, localizing it to different countries. This year’s campaign has helped Coca-Cola operate in 85% of its 207 markets, which is over double its presence in the 2010 games[1]. Coca-Cola also launched branded content into the QuizUp gaming app (one of the fastest growing games) that positions themselves towards branded content ads for companies like Coke. The app is available in several languages and reports that an average user spends 30 minutes with its content per day.[2] To put that in perspective as to consumer reach, one billion games were played between November and March on iOS devices (this was prior to Android’s launch).
If you have not seen the McDonalds commercials, then you are probably one of few. They utilize a variety of different people performing trick shots (all real) on the streets of Rio de Janerio. The commercial does not promote any products, but instead is designed for app users who purchase the FIFA World Cup branded fry box. These users can scan the box code to enter into an interactive trick shot game with the chance to actually win a trip to the finals!
Buffalo Wild Wings is another company that is leaning on the World Cup to kick off its digital presence with image-based contests using Instagram’s direct messaging feature. Buffalo Wild Wings will utilize this app by posting soccer-themed content to create an interactive user experience encouraging fans to post their own photos and tag with #BWW. What better time to kick off this initiative where millions of people will be creating social conversations around the globe than during the tournament? The end goal (pun intended) is to create a direct response campaign that lives beyond the tournament, generating a greater push for loyalty and repeat customers with the millennial demographic.
In my last post about brands involvement in social conversations surrounding the World Cup, I mentioned Adidas’ large presence via Twitter. Along with this social presence, Adidas has created a lot of digital components for their campaign. They worked with Google to test digital ads, supporting a microsite that contains trivia questions and gives out prizes to sports fans. Using a variety of technology these digital creative ads are expected to drive traffic to the microsite. With the goal to extend the excitement and talk beyond the tournament and into new markets, engagement will occur keeping the conversation live and interactive after the game is over. Consumers can go to the microsite each day and answer questions about Adidas sponsored players and the World Cup tournament. Adidas branded and World Cup prizes will then be given out to 10 daily winners.
Recognizing YouTube’s prominent role in the digital world and ability to stream games, Adidas also launched a web series that broadcasts the games live as well as features local Brazilian soccer players. These videos will then be promoted via YouTube’s TrueView advertising reaching quite a large audience. This year alone, 4 of 10 ads on the YouTube Ads April Leaderboard were World Cup content related. What is even more important for brands like Adidas, the top most watched soccer videos in the U.S. were all published by brands! This year’s top videos have already had 4.6x more views on YouTube than the top five in the 2010 World Cup.[3]
One can see that brands and retailers are creating great content for soccer fans. It is clear that global moments, like the World Cup, are being recognized and used as opportunities to connect to global audiences in a digital manner. It will be interesting to watch these companies immerse themselves even further in the digital channel as the tournament continues. Stay tuned for more exciting updates on the World Cup and the brands/retailers that are participating in this incredible, global experience!
[1] Source: https://nrf.com/news/the-fifa-world-cup-retail-marketing-the-worlds-biggest-stage
[2] Source: http://www.adweek.com/news/technology/coca-cola-bolsters-quizup-content-include-40-categories-158242
[3] Source: http://www.thinkwithgoogle.com/articles/2014-world-cup.html#utm_source=smart-brief&utm_medium=paid-media&utm_campaign=ph2-txt
4 Image: http://shopperculture.integer.com/2014/06/the-world-cup-of-advertising.html
Brands recognize global reach opportunity – World Cup 2014!
by Heather Bowman on June 23rd, 2014 | ~ minute read
