The 2018 world cup is well underway; with an unusually enthralling start for the three lions. Giving hope to fans and sending the nation into song. There’s true belief that football is finally coming home; celebrations for many, however disappointment for some unexpected candidates… ‘Auf Wiedersehen’ as they say.
The biggest ad platform on the planet
Dubbed as the biggest sporting stage on the planet; The 2018 World Cup hosts some of the greatest athletes to have ever laced a boot. However, it also provides the platform for promoting the world’s biggest brands; Budweiser, Gazprom, Coca-Cola to name a few. While Cristiano Ronaldo, Lionel Messi and Harry Kane are the driving forces behind their respective team’s success. Comparatively, big brands are using trend-jacking and clever tagging to reach their own advertising goals. So, as the last 16 commences, we marketers take a look at the driving force behind online brand marketing success.
Traditional marketing vs. Digital media
The World Cup is estimated to inject a massive £1.8bn into the £439bn global ad market; with brands using the power of social media to engage the tournaments ‘younger’ audience. In fact, the boost in traffic is so big it effects all means of media; traditional and online. However, according to research; an estimated 40% of viewers are asleep when games are aired. Therefore, these consumers seek alternative means of engaging with the tournament. As a result, we see far higher traffic on social media and online viewing platforms such as YouTube, which in turn boosts ad revenue and online ROI.
The World Cup; a golden opportunity?
Companies of all sizes can take full advantage of the increased social media traffic, as long as they play by the rules. According to the GM of Global Football at New Balance; ‘hundreds of brands activate outside primary sponsorship, so clearly there is a benefit otherwise they wouldn’t be doing it’. However, brands who aren’t official partners must be careful when associating themselves with the World Cup. As intellectual property laws and profiting from unofficial association carries a hefty fine. Although, that doesn’t mean you can’t hashtag key words such as football, tag the countries who are causing a stir, or jump on trending topics…
Here’s a few examples:
Profiting from tournament traffic boils down to the strategy you adopt as a brand. Here’s a few examples of how companies have increased their media momentum:
- Telemundo – Launch of VR app allowing fans to see games via multiple-angle clips / 180-360-short-form video content
- Fox Sports – Airing of ‘100 most memorable FIFA World Cup moments’ via social media channels
- Game-on – Facebook World Cup competition. Like the post and comment with your predictions of the score and goal scorers and receive money off vouchers in stores
The World Cup is an opportunity for all brands to build social media engagement through legal association and conversation; don’t pass up the golden opportunity to implement some creative trend jacking!
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