South Africa 2010: Netherlands – Spain. This football match may not ring any bells for you, yet 715 million people watched it live on television. The one month tournament was watched by 3.2 billion people. [source: adweek.com]
With this in mind, it is not surprising to learn that the 8 official sponsors of the competition are each going to pay approximately 75 million dollars for television slots during the tournament in Brazil, while Adidas paid 351 million dollars to create World Cup Marketing Campaigns during the 2010 and 2014 tournaments.
Here is the question: can non-sponsors take advantage of this event to launch marketing actions?
This summer, as in 2010, Adidas & Coca-Cola are the official sponsors. But 4 years ago, both Nike & Pepsi created a great deal of buzz: the answer would appear to be yes.
But is it the preserve of the giants? Certainly not; any company can surf on the Samba wave and take advantage of it to launch effective campaigns!
There are, however, a few rules to follow to avoid a fiasco:
1. Analyse your audience
The first question you should ask yourself is this: is my community interested in the World Cup? If the answer is yes: it is time to think about what you can put in place. If not, forget it. Next: how is my audience going to experience this event? You should discern how your clients/prospects consume during the World Cup and how you are going to add a new element to their experience. Some will concentrate on women who are looking for girls’ nights out during matches; others will see an opportunity to attract clients to restaurants/bars earlier because of the time difference… In summary, and this is a constant, but one that is always worth remembering: all your campaigns will depend on your own targets!
2. Define what you can do
In your campaigns, respect the law and the FIFA trademark. Those who have paid out millions retain a small advantage – the right to use the official FIFA trademarks. This is not just the logo or the mascot, but a multitude of terms. From a commercial viewpoint, you should know that you cannot use the words “World Cup”, Brazil 2014″, “Mundial 2014” among others… This PDF by FIFA [updated for the 2018 World Cup] is an illustrated guide to what is allowed and what is not. As a reminder, the Media can use the official trademarks for (legitimate) editorial purposes, or for informational reasons.
Therefore, a little originality and a little caution are required: flags are not trademarks, neither is a football and anybody can take a photo of a player from behind! Innovate by proposing photo competitions of the best supporters, video competitions of the best big-screen atmosphere from each city, forecasts with the help of flags!
3. Choose your channels
Use the different channels at your disposal to broadcast your campaigns, and keep an eye on the mobile! Back in 2010, web traffic increased by 35% and the use of mobile data bandwidth increased by 24% during World Cup matches! There is huge potential for content marketing campaigns and interaction with your audience through the social media!
4. Define your tools
Use the appropriate tools to produce your campaigns in the least costly and most timely manner. Cutting edge development solutions exist in order to reach out to your community and create competitions without any knowledge of IT, while still producing quality : responsive design, a multitude of cross-media campaign types that can be completely personalised, powerful CRM. We have even made this our speciality!
Use appropriate tools that allow you to broadcast your campaigns throughout your networks! A calendar for your Facebook and Twitter posts, an e-mailing service to massively announce your campaign, Google Analytics to analyse the impact of your competitions on your Landing Page… In a future post, we will look at the subject of the perfect to-do-list for a competition-style campaign!
The World Cup surfs on the instantaneous: forecasts are updated live, twitter announces the goals even before they appear on televised broadcasts, and those same goals are available online on VOD in just seconds; millions of people comment on each kick on twitter with the help of specific and easily identifiable hashtags, such as #BELFRA for a match between Belgium and France… Is this giving you any ideas?