This week’s #SundayMusings focuses on one of the world’s largest sporting events going on right now, the World Cup. There have been a number of brands dedicating a significant portion of budget to ads revolving around the soccer/football tournament. Let’s dive right in!
#1 – “World Cup 2014 – The World Cup, lived through the eyes of brands and marketing” – via MarketingWorldCup.Tumblr.com
Premise: A continuously updated branding/marketing blog was created on Tumblr that keeps track of all branding and marketing-related news and stories around the World Cup.
Thoughts: While I can’t stand the Tumblr platform, this feels like a good place to start, no? From YouTube ads/clips to infographics to news on the World Cup’s sponsor (and “fake” sponsor) brands, this page has it all for you.
#2 – “World Cup 2014: The best and worst quirky promotional stunts – in pictures” via Telegraph.co.uk
Premise: A visual look into some of the best and worst branding work done at this year’s World Cup, largely geared towards the UK.
Thoughts: There were several images in here that are eye-catching: Page 1, the stack of 1,500 Pringles cans forming the sneaker and on Page 7, the Coca-Cola promotion with the 3D painting of Brazil. There weren’t any “awful” pictures shown here as nothing was too off the wall. Although, in reading through 100’s if not 1000’s of World Cup tweets and article headlines, I know they exist out there.
#3 – “Which World Cup Sponsors Are Resonating With Fans” via AdWeek.com
Premise: Going into the World Cup brands were already spending large amounts of marketing dollars to grab the attention of fans and supporters. Adidas is an official sponsor of the World Cup but struggled to differentiate itself as such vs. Nike. Omnicom tracked the positive and negative mentions on Facebook, Twitter, and blogs and found that several official sponsors were struggling to resonate with fans.
Thoughts: The table at the end of the article takes a look at the official sponsors of the World Cup and their positive/negative mentions going into the start of the tournament. Hyundai and Continental AG surprisingly showed 100% “positive” comments. Even if the number of mentions is lower than most others, this is still impressive given the nature of taking to social media to talk/complain about brands. Adidas led the way in total mentions on this research but only 58% of commentary was positive, one of the lower percentages across sponsors.
#4 – “8 Brands That Totally Nailed Their World Cup Ads” via blog.hubspot.com
Premise: The authors pulled together what they felt were the eight best ads of the World Cup. Knowing the overall size of the World Cup and how no other sporting event shines as bright on a global stage, what brands are shining/breaking through that door and standing out? Take a look for yourself … as the writer drops in the ads, the advertiser and the agency responsible for the creative.
Thoughts: My favorites among these eight are Nike’s “Winner Stays”, Kia’s “Adriana Lima Transforms a Man Cave” and McDonad’s “Gol!” ads. As you will see in a number of World Cup-related write-ups, Nike has completely hijacked the ad and branding news from Adidas – again, the official sponsor of the event. Kia essentially news hijacks the global event to create a fun ad/spot, but it was the McDonald’s ad that really won here. No famous athletes or stars, just ordinary people doing some amazing stunts. Here’s the ad itself:
#5 – “Brands Are Ready for a Socially Sophisticated 2014 World Cup” via ClickZ.com
Premise: The 2010 World Cup started the move to a “social” event but the 2014 sporting event is taking things to another stratosphere. It all starts with FIFA and their adaptation to social media with their “Global Stadium” endeavor. FIFA is also working directly with Twitter to monitor the #WorldCup hashtag. The author then goes into a number of brands that will be leveraging social media during the World Cup, including sponsors and non-sponsors of the event.
Thoughts: Figured it was important to find an article that referenced FIFA for our World Cup #SundayMusings. The group/brand was smart to forge the partnership with Twitter (and elsewhere?) to measure (and promote) the event itself. Don’t believe me that Twitter is helping sell/engage with an audience? I’ve received a handful of emails from the site itself regarding the event, including the one below. Earlier this week, they provided an update on the Twitter Blog for how metrics were looking to that point of the World Cup as well.
Tweet of the Week:
— ESPN (@espn) June 12, 2014
It was virtually impossible to pick just one brand-related tweet revolving around the World Cup. The action and promotion has been non-stop. Therefore, I’ve gone with the official TV partner of the event here in the US – ESPN. Say what you will about the company, and I have, they have rolled out the red carpet for the World Cup and are doing a great job with the global event.
Thanks again for checking out another edition of Shore Branding’s #SundayMusings! What has been your favorite ad or campaign from the World Cup this year? Want more information? Take a look at the infographic below that focuses on this month’s big event!