While the Luis Suárez “biting” incident is occupying the news, there’s no surprise brands are scrambling to get aboard the buzz train with real-time tweets and Facebook posts. And the winners would be those who react the quickest, and the funniest.
This Listerine Facebook post comes with a tagline: If you want a powerful bite, be aware of your oral health.
A simple “teeth bottle opener” image has earned Bud Light more than 900 retweets and 1000 favourites so far.
A bit primitive, but direct enough.
This vampire joke gets mostly negative comments.
And the winner goes to McDonald’s, and its simplest tweet: Hi @ luis16suarez, if you are hungry, come to take a bite at a BigMac(translated). This simple line has garnered more than 64,000 retweet and 23,900 favourites so far.
Article taken from Marketing Interactive on 26 June 2014.
TweetFootball fever is in the air – quite literally, thanks to Lufthansa. Several planes in the German airline’s fleet now feature the new ‘Fanhansa’ logo instead of their usual ‘Lufthansa’ lettering. It’s the first time in 60 years that they’ve altered the name on the fuselage.
The first passengers on Fanhansa flights have also had the chance to win tickets to Brazil. It’s a clever competition involving football shirts hidden in the seat headrests. Watch the video below (in German) to find out how it all works:
TweetSouth Korea is still reeling from the tragic sinking of the Sewol ferry over a month ago, which claimed the lives of over 300 passengers, most of whom were high-school students. In this news clip, the presenter notes how the mood is very subdued compared to four years ago, and how many sports outlets, which would normally be bustling hives of activity, are deserted.
This has affected the marketing strategies of companies across the country, with most high-profile brands choosing to limit their promotional activities as a mark of respect for the tragedy.
Hyundai have released a series of ads that are, if anything, quiet and reflective, in stark contrast to the bright, bombastic tone of some of their other TVCs.
For example, the ad below starts with a plaintive piano melody and emphasizes the value of solidarity.
TweetThe Spanish national football team has won everything there is to be won – so how do they stay motivated? That question was central to an advert created by Movistar, a major mobile phone operator in Spain. The answer: by being closer to their fans.
Household names such as Andrés Iniesta and Xabi Alonso were dressed up in disguise and sent out to routine jobs far removed from the superstardom they enjoy on the pitch. The result is a touching, relevant ad that conveys the idea of bringing people together, in line with the Movistar tagline, “Compartida, la vida es más” (a shared life is a richer life).
TweetIn the run-up to this summer’s football frenzy, McDonald’s Japan has added some alternative country-specific options to their menu, such as a “France burger” and a “Spanish omelette muffin”. See below for their TV ad:
The Brazil burger, which features football-shaped buns, is already creating a buzz on Twitter, with lots of Japanese people sharing their amusement in photos and posts.
McDonald’s Japan is also encouraging customers to vote for their favourite promotional burger via various social media platforms. The incentive is a QR code that offers you a discount on a promotional meal that changes every week (see screenshots below).
However, this seems like quite a long-winded process and the discount campaign has attracted some negative comments on Japanese social media. In a country where efficiency is revered, it is unlikely that many Japanese consumers will feel the desire to participate in such a time-consuming exercise.
One perplexed Japanese commentator wrote: “Why don’t they offer ‘British burgers’ as part of the campaign menu? Football was invented in England! They should at least have fish and chips!!” Now that’s food for thought.
TweetBrands can also ride the crest of a wave of optimism to generate positive associations.
Coca-Cola developed a dedicated social platform for fans to show their support for the Mexican national team. They can sign in using Facebook, Twitter or G+, upload a text, video, audio or picture message and share it with everybody.
At the same time, a huge Coca-Cola truck (“El Camión del Optimismo”) is touring the country. Inside, people can record messages of support or even add their voice to a mass recording of a classic Mexican song, “Cielito Lindo”.
TweetJust how much do you believe in your team? It’s the key idea behind a promotion developed by Mediaworld, the Italian electronics retailer.
Customers who bought products from Mediaworld during the promotional period are invited to register on the website by 10 June and “bet” on how far Italy will progress in this summer’s tournament. The prize for predicting the correct outcome is a rebate voucher for the purchased product.
Here’s the fun part: the further the Azzurri progress, the greater the value of the rebate. For example, correctly predicting that Italy make it into the knock-out stages would win a rebate of 15 per cent. Correctly predicting that they win the final, however, guarantees a rebate of 200 per cent!
It’s an innovative, engaging campaign that draws on the passionate support for the national team. Italians are very superstitious by nature, too, so Mediaworld have accommodated fans who believe that bold predictions bring bad luck – customers who don’t make a prediction will still receive a rebate of 10 per cent.
TweetFootball fever is rising faster in some countries than it is in others. Take Singapore, for example. For a country with no shortage of passionate football fans, the relative lack of promotional activity in the build-up to June 12 is surprising. Are businesses more focused on the Great Singapore Sale? Or, given that most matches will take place during the middle of the night in Singapore, do they think the time difference will affect interest?
Click here to read more about brand activity in Singapore.
TweetFrench department store giant, Galeries Lafayette, has installed a 22-person table football table in its Metz branch and is offering visitors the chance to pick a country and take part in a huge tournament around the eight-metre long table. The tournament is open to all – how long each game will take is anybody’s guess!
TweetCelebrity endorsement is always in vogue for big brands, and in the lead-up to any major sporting event, signing up the biggest names affiliated with their target audiences and markets is high on the agenda. TAM, the Brazilian brand of LATAM Airlines Group, created a campaign featuring three superstars of the Brazilian national football team to showcase its route network. As an added bonus, you get to see some of the cool sights in London!
TweetTo coincide with the upcoming summer of football, Fructis Italy signed up a superstar who’s sure to be at the forefront of national thinking: Andrea Pirlo. There’s just something about that beard …
TweetFreeview, the free-to-air digital terrestrial television service, has jumped on the footballing bandwagon this summer to promote its high-definition channels – but they’re aiming to win over more than just sports fans.
Recognising the time-honoured tug of war over the remote control in living rooms across the country, the provider has created two TV ads with different VO tracks for different audiences: one for football enthusiasts, and the other for viewers with no interest in the sport.
TweetSony hosted a “keepie-uppie” competition for talented youngsters keen to demonstrate their skills. After qualifying for the competition by submitting videos showing what they were capable of, the kids were put through their paces in 60-second one-on-one battles before being given 90 seconds on their own to impress the judges.
The entrants displayed a remarkable level of skill, especially considering they were aged between 12 and 17. In the end, six lucky winners were selected to take part in the opening ceremony as flag bearers for their country. It was a nice opportunity for Japan’s plucky football stars of tomorrow to show what they could do – and they are sure to associate Sony with golden opportunities in the future.
This tongue-in-cheek ad gently pokes fun at the Dutch by comparing them to Brazilians using witty juxtapositions. Overall, it works quite well for the Dutch market, though there is a slight risk that the sexualised portrayal of the Brazilian lady may be perceived as perpetuating a degrading stereotype of Brazilian women.
The ad is promoting the ‘Holandress’ – a dress that’s orange (representing Holland) on the outside, and green and yellow (representing Brazil) on the inside. The Holandress is also a playful reference to Bavaria’s DutchDress campaign from the 2010 games, where they gave away orange dresses.
This campaign was very popular, but proved to be quite controversial when 36 Dutch women were ejected from the Holland–Denmark game to ensure they didn’t upstage Budweiser, which was an official sponsor.
TweetA recent survey showed that 90 per cent of companies will allow their employees to stop working to watch Argentina’s games, by having TV sets in the offices, allowing employees to leave work early, or even work from home on the days the national team is playing.
Many TV spots play on nationalist sentiments. YPF, an Argentinian energy company, created a spot that seeks to draw a parallel between Lionel Messi’s career and the story of the company, which was recently expropriated from Spanish shareholders by the Argentinian government. YPF’s tagline is: “Sos de la tierra de donde naciste” (You are from the land you were born in).
It’s surely no coincidence that the form of “you are” (sos) used in the tagline is particular to Argentinian Spanish – in Spain, for example, it would be “eres de la tierra”. This underlines the sense of national identity YPF seeks to convey.
TweetMcDonald’s sponsorship of FIFA allows it to provide the player escorts for each game at football’s premier competition. It holds a global contest and selects more than 1,400 children worldwide for the programme. For the first time, it will take 25 children to represent the United States.
2014 marketing spend on football-related campaigns in the United States has increased considerably on previous years, in anticipation of record levels of interest.
TweetIn Greece, Coca-Cola are partnering with Lidl to offer two tickets to the final of this summer’s tournament. To enter the draw, Lidl customers need to retain their receipts and use them to fill out an online form.
By combining Coca-Cola’s brand appeal with Lidl’s low-cost charm, both companies look set to capitalize on the football fever that’s brewing this summer.
Thai Rath is the biggest newspaper in Thailand. To promote interest in football across the country, it is offering cash prizes to readers who correctly guess which team will win this year’s tournament. The total amount of prize money to be won is 30 million Thai baht, which is roughly equivalent to half a million pounds sterling. The competition is sponsored by Siam Commercial Bank.
To take part, readers have to send their entries in on postcards. You might expect brands to run online campaigns to reach as many people as possible – in Thailand, however, the web has not yet ‘arrived’ as the best way to reach a mass audience.
TweetKogan, the Australian consumer electronics reseller, is giving football fans the chance to win big if they can correctly guess which countries will win all 48 matches at the group stage. The odds of anyone getting this right are slim, which means that Kogan’s one million Australian dollars are probably pretty safe. But if you think that you’ve got what it takes, then the competition is open to up to one million entrants, including people living in England and New Zealand.