June 9th, 2010Is the Word Cup bigger than the Olympics?
Is the 2010 World Cup “The No. 1 event in all of sports”? – For Coke, Hyundai, Nike and Visa it is, according to a recent Adage article.
To be an official sponsor requires huge upfront costs and enormous advertising budgets, it costs a lot of money to reach half of the world. What may surprise some, is the fact that much of the marketing budget is being invested in integrated, social, local, and experiential marketing programs. An event like this requires that people engage in authentic experiences and they better be fun, sharable, social, and if they can improve the live of others and live past the closing match, you are bound to create a mini-movement.
I am amazed at how many tactics are “old” (or proven) in terms of social engagement and many of them are expected, but what stands out is the fact that they almost all have integrated marketing elements and use digital technologies to spread online to offline.. offline to online.. to mobile.. to ebillboards and beyond. The engagement elements are usually simple and clear and allow people to be either content creators, critiques, viewers or sharers and this opens up many possibilities to engage with each other and the brands. Here is a look at some of the programs.
Powerade Global Marketing Program
In the brand’s first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to “Keep Playing,” through a comprehensive campaign highlighted by an innovative online experience and the presence of Powerade on the pitch during the 2010 FIFA World Cup™ South Africa
2010 FIFA World Cup™ Trophy Tour
World football’s greatest prize is set to start the second leg of its biggest ever global tour with a stop in India. Having visited 50 African nations, traveling more than 72,000km, the FIFA World Cup™ Trophy Tour – Coca-Cola continues its five-continent journey to another 33 countries around the world.
Global Music Anthem
‘Wavin’ Flag – Coca-Cola Celebration Mix,’ the uplifting soundtrack recorded by K’NAAN for Coca-Cola and its sponsorship of the 2010 FIFA World Cup™, has already broken into the top ten on music charts in eleven countries including peaking at number one in China, Mexico, Germany, Canada, Austria, Switzerland and Luxembourg. Building on the success of this music collaboration, Coca-Cola today debuted a digital radio station, “Coca-Cola Celebration Radio,”
2010 FIFA World Cup™ Longest-Ever Goal Celebration
The Coca-Cola Company is celebrating the countdown to the 2010 FIFA World Cup South Africa™ by encouraging people around the world to take part in the longest-ever online goal celebration. The ‘Longest Celebration’ competition will offer fans the opportunity to win a range of prizes, including tickets to 2010 FIFA World Cup matches.
Hyundai (have to say that an all Flash site is super annoying)
Inspired by previous Fan Fests staged during the 2002 and 2006 FIFA World Cups, Hyundai is expanding Fan Fest beyond the host country shores to major football capitals around the world thus further elevating the fun and Hyundai’s visibility. To be staged in the major cities of the qualifying countries, Hyundai Fan Fest will conveying thrills and excitement to fans worldwide. Cities include all nine South African Host Cities as well as Berlin, London, Mexico City, Paris, Rio de Janeiro, Rome and Sydney.
‘Fan of the Match’
One of the FIFA World Cup programs that is exclusive to Hyundai, ‘Fan of the Match’ aims to stir up fun and excitement at the match venues by rewarding the most outstanding fans. The fan with the most colorful, zaniest costume will be presented to the crowd on the giant screen on half-time at all Hyundai 38 matches. All 38 ‘Fan of the Match’ winners will automatically be entered into the ‘Fan of the Tournament’ contest at FIFA.com. The winner of the ‘Fan of the Tournament’ will be awarded a valuable prize.
1 Million Soccer Balls to Africa
The balls will be delivered to African children under the names of people who purchase a Hyundai vehicle or members of an official micro-website set up for this year’s soccer event.
The first ball was donated by Korea’s figure skating gold medalist Kim Yu-na and was delivered to UN Secretary General Ban Ki-moon at an event in Johannesburg on Tuesday.
Be There with Hyundai
Create your own slogan for the national team buses. Winning supportive slogans are also branded on the team buses. A total of 55,000 slogans were received and the 32 final slogan winners were invited to watch the FIFA World Cup™. This is one of Hyundai’s most effective global program
All I have to say is watch this again. Yes I know its advertising, but normal ads don’t set viral records and inspire millions of blog posts and they also allow people to “Write your own future”
From June 1 through July 11, fans can visit www.youtube.com/visagofans to upload and view videos and an opportunity to enter the Visa Watch your Way to Brazil Sweepstakes each time they find a goal call video with a golden tint treatment. In addition to the grand prize trip to the 2014 FIFA World Cup, fans will have the chance to win weekly prizes including $100 Visa gift cards.
When the gates open on match day in Johannesburg, Cape Town and Durban, Visa’s Go Fans experience will give fans the chance to have their face painted, be photographed in front of a Go Fans billboard of the competing countries and shout goooal for their teams as inspired by Andrés Cantor