The FIFA World Cup: Retail marketing on the world’s biggest stage
Some believe the World Cup in Brazil has the power to be the most talked about subject in social media ever. The potential for global buzz is palpable for retailers across all sectors. So how are brands getting the word out ahead of time, and what do they have planned for the month-long soccer event? Here’s a preview of some World Cup marketing campaigns to watch out for this summer.
The battle for online fans between Nike and Adidas has been one of the most publicized “brand battles” so far. Data provided by Globe Runner for AdWeek took an early pulse of the clash on social turf. According to their research, which pulled in specific keywords for both brands across Facebook, Twitter, Tumblr, news sites and forums (among others), Adidas earned three times as many online mentions as Nike during the week of May 24-30. But Nike’s growth in share of voice by 14 percent during the final week of May means there’s much more left in the marketing tank. Considering Nike wasn’t an official World Cup sponsor in 2010 – but they were the most frequently linked brand to the event, according to Nielsen – this year’s online competition will be something to watch. Like 2010, Adidas Soccer is the official FIFA partner for the 2014 World Cup in Brazil.
Coca-Cola didn’t create one World Cup song. The company boasts 32 versions of “The World Is Ours,” with several more expected to launch leading up to the June 12 kickoff. Localizing each tune has helped launch the song to the top 10 charts in 40 countries. How does the World Cup compare to the 2012 London Olympics for Coca-Cola? The campaign is operating in 85 percent of the company’s 207 markets, according to AdAge, compared to 100 markets for the London Olympics. If you’re looking for a fully interactive and immersive campaign this year, Pepsi’s #FutbolNow packs an all-star soccer and musical lineup to empower viewers to create their own experience.
McDonald’s tapped talented young soccer stars from across the world for their Gol! commercial. These trick shots – reportedly all of them authentic with no CGI used – are performed freestyle on the streets of Rio de Janerio. No McDonald’s product is seen during the two-minute segment, but the spot was designed with an augmented reality app in mind. App users who purchase the McDonald’s FIFA World Cup fry box can scan a code to enter the soccer trick shot game, with a chance to win a trip to the FIFA World Cup Finals in Brazil. Game on.
A common thread: All of these contain a digital element. Have you noticed a compelling initiative in-store or online marketing campaign for the 2014 FIFA World Cup? Share your favorites in the comments.