World Cup Daily

Samsung and Hyundai Score World Cup ROI Goooal!

Posted by Sheila Shayon on July 16, 2014 07:55 PM

As the dust settles on the 2014 FIFA World Cup, Samsung and Hyundai are both touting the ROI of their respective social media campaigns.

The final piece of Samsung’s Galaxy 11 campaign, Tuesday night's commercial debut of #GALAXY11: The Match Part 2, a follow-up to June's The Match Part 1, concludes the futuristic campaign featuring soccer superstars like Cristiano Ronaldo, Mario Gotze, Lionel Messi and Wayne Rooney using Samsung devices and technology in their training—and ultimate defeat of alien rivals.

According to the Wall Street Journal, the 10-month soccer-themed campaign (featuring products including the Galaxy S5 smartphone, Gear 2 watch and Gear Fit fitness tracker) has racked up more than 150 million video views, 4.7 million engagements on social channels and 5 million visits to the Galaxy 11 website.

It’s a departure for the Korean company, which has traditionally relied on TV advertising but began paying closer attention to social media to reach consumers after the 2012 Olympics in London.Continue reading...

World Cup Daily

At the World Cup, adidas Wins Big for Germany—and Soccer

Posted by Mark J. Miller on July 14, 2014 02:01 PM

Germany won in more ways than one following the results of Sunday's World Cup final, where the country's national team claimed victory over Argentina in a 1-0 overtime thriller and one of its biggest brands, adidas, solidified its superiority in the sport over rival Nike.  

adidas, an official sponsor of the Cup, outfitted both Germany's and Argentina's teams, helping the brand declare victory over Nike since the two brands launched an epic marketshare battle centered around the tournament. Ultimately, adidas prevailed as the most talked about brand during the Cup thanks to a broad marketing strategy that included ads, social media and a major presence at the event. 

For one thing, as Bloomberg notes, many of the players Nike had signed as brand ambassadors were either injured or sent packing early in the Cup, while many of those under contract with adidas, particularly Argentina’s Lionel Messi, stayed in the tournament for much longer, ultimately giving adidas a lot more air-time.Continue reading...

World Cup Daily

Winner Takes All: No Matter the Outcome, adidas Will Win the World Cup

Posted by Mark J. Miller on July 10, 2014 02:22 PM

When Argentina’s Maxi Rodriguez put the final ball into the back of the net at the end of the seemingly endless World Cup semifinal against the Netherlands, there was a lot of celebrating going on across the globe. One place where there was sure to be extra high fives was within the offices of adidas.

The game, along with the other World Cup semifinal between Germany and Brazil, had pitted teams outfitted by adidas against those outfitted by Nike, and in both cases, the adidas-clad team won. Now adidas will have a World Cup final all of its own, featuring the man who has been the centerpiece of its World Cup-related marketing: Argentina’s Lionel Messi.

“Sponsoring the final teams is the grand prize for the apparel brand,” John Kristick, global chief executive officer of ad buying agency GroupM, part of WPP Plc., told Bloomberg. “There will be an immediate sales lift in the winning country, but these teams are football powerhouses—where, win or lose, the support for product sales will remain strong.”Continue reading...

World Cup Daily

Benefit Gives Female Football Fans Their Own Space to Watch World Cup

Posted by Mark J. Miller on July 7, 2014 05:10 PM

While many World Cup viewers are cramming themselves into sweaty bars, overpacked family rooms and massive public spaces, there are a few women in England who are seeing the matches in style. 

Benefit Cosmetics created a pop-up pub in London for women to watch the Cup along with other events, such as Wimbledon. It opened on the first day of the Cup with “cocktails, canapés,” and free “make-uppers” from beauty artists in attendance. The pop-up space will shut down on July 13, the final day of the soccer tournament. 

It isn’t just a sports pub for women, though, according to Event Magazine. There have also been karaoke nights, wine-tasting sessions, bingo and poker sessions, and live comedy, among other things. But Benefit's gambit is reflective of a greater push to recognize female soccer fans in a largely male sport.Continue reading...

World Cup Daily

Brands Help World Cup Shatter Records as Global Fans Engage in Football Fever

Posted by Sheila Shayon on June 30, 2014 06:14 PM

With seats in the World Cup quarter finals quickly filling up, the full effect of the World Cup branding machine is becoming more evident. With tensions and spirits high, soccer fans around the world are shattering viewership and engagement records as brands' marketing efforts continue to see major pay-off. 

The US soccer team’s 2-2 draw against Portugal was the most-watched soccer telecast ever in the US, grabbing an audience of 26 million people via ESPN, Univision, ESPN3 or WatchESPN, plus untold masses at sports bars and watch parties nationwide. High-interest matches like Brazil vs. Croatia, Spain vs. Netherlands and Germany vs. Portugal also saw spikes in viewership across broadcast and online networks. 

On social media, brands, whether an official sponsor or not, are seeing major traction with real-time marketing efforts and major World Cup-themed campaigns. So brandchannel asked Jeff Hoffman, SVP of Content Marketing at Erwin Penland (the agency behind Denny’s account) what brands he felt are utilizing social media the best during the games:Continue reading...

World Cup Daily

Suarez Puts the Bite Back in World Cup Real-Time Marketing

Posted by Mark J. Miller on June 25, 2014 11:39 AM

When Uruguay’s Luis Suarez chomped down on Italian defender Giorgio Chiellini late in the second half of Thursday’s match, it marked the third time that Suarez has used his teeth against an opponent, though the first time on this grand a stage. 

The controversial moment didn't go over well with Italy, who ended up losing and being knocked out of the tournament, and FIFA said it is now investigating the incident, which will likely net Suarez a long suspension. But their losses gave the World Cup its first major social moment, with brands stretching their real-time engagement muscles in what became a steady stream of tweets, memes and timely promotions.  

Most of the tweets from brands including McDonald's, Snickers, Trident and more offered up tastier options to satisfy Suarez's hunger, but adidas, official World Cup sponsor and a sponsor of Suarez, even took some heat for its relationship with the controversial athlete.Continue reading...

World Cup Daily

Despite England's Early Exit, Nike is Still Dominating the World Cup

Posted by Mark J. Miller on June 20, 2014 04:35 PM

The World Cup is barely over a week old, but it has already given the Super Bowl quite a kick. After one week, fans around the globe watched more than 1.2 billion minutes of World Cup ads on YouTube. That’s around four times more than they did for the much-ballyhooed Super Bowl ads that aired earlier this year. 

According to Google, on the first day of the Cup, fans watched 25.4 million views of World Cup ads, with the list dominated by Nike, which has three ads in the top 10.  

Nike may have tipped the scale in its favor thanks to its deep roster of soccer stars that appear in its “Risk Everything” campaign, a fact that must be making official Cup sponsor Adidas, which is attempting to protect its still-dominant football market share, feel a bit queasy.

The Nike-Adidas squabble has manifested elsewhere at the Cup as well. Adidas has The England National Team is sponsored by Nike, but England captain Steven Gerrard is an Adidas brand ambassador. Gerrard and his teammates, who just today were booted from the tournament, have been walking around the Cup wearing tons of Nike-branded gear with little England branding in sight, which Adidas isn't too happy about.Continue reading...

World Cup Daily

Beats Banned at the World Cup After Players Snub Sponsor Sony

Posted by Mark J. Miller on June 18, 2014 06:49 PM

Before the World Cup got underway, Beats by Dre said it wasn’t aiming to be the ambush marketer it had been in previous events, like when it caused quite the stir at the 2012 London Olympics.  

But Beats couldn't stay out of the spotlight for long. Without much effort on its part, players from nearly every team at the Cup have been seen wearing the headphones in and around the World Cup venues, despite the fact that Sony, the official FIFA and World Cup sponsor, gifted all 736 players a set of its own high-tech headphones to wear whenever they pleased. This week, FIFA moved to actually ban Beats products from the field and at media events.

The move is similar to rumors that circulated during the Sochi Olympics about Samsung, the official sponsor, complaining that athletes were walking around displaying their Apple iPhones. Though Samsung denied that it demanded that the IOC's brand police make sure Apple logos were covered up, Olympic representatives were captured literally taping over Apple logos around the events.Continue reading...

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