With Brazil’s proud World Cup career, a country gripped with social networking hysteria and a sport synonymous with advertising, the event promises to be one of the most cluttered and exciting social events ever seen.
This year’s pending footballing spectacular will grab the attention of the entire world – with South Africa’s event pulling in a global audience of around 3.2 billion – footballs main show is by far one of the world’s most lucrative opportunities.
With the 90-minute game granting only a few TV slots across the month long show, the limited space to communicate with consumers is forcing brands to focus on social, digital and experimental platforms to make the most of the action.
The very greenery on which the beautiful game is played is surrounded by a tech-laden digital perimeter of billboards, just think how successful a branded hashtag would be with doting fans wanting to be part of history.
With Brazil’s proud World Cup career, a country gripped with social networking hysteria and a sport synonymous with advertising, the event promises to be one of the most cluttered and exciting social events ever seen.
We’ve taken a look at some of the sporting events main partners, Coca Cola, Sony and Hyundai for a glimpse of their digital strategies for the games, only a month away.
Sony – Social Sony
With the kick-off of the 2014 FIFA World Cup a month away, Sony Corporation, an official FIFA partner, announced on May 12 the launch of ‘One Stadium Live‘, a one-of-a-kind social network site dedicated to football fans around the world.
‘One Stadium Live’ is the latest of Sony’s digital initiatives to unite football fans from around the globe to share in the excitement of the 2014 FIFA World Cup, hosted on its portal site and optimised for smartphone, tablet, and personal computers.
Coca Cola – iBeacon of happiness
Coca Cola has indicated that the it will be incorporating the burgeoning iBeacon technology into its marketing plans around major fixtures at the World Cup.
Enterprise’s digital director Simon Miles, said: “We are looking long and hard at iBeacons and what they might bring to market. It’s very interesting. We have some good ideas which will come to market this year around this as there are big opportunities.
“If you think that we can offer people various different offers and conversations with people depending on how close they are to our fixtures it can really help bring your marketing to life in a new way. What’s interesting is how we can integrate it,” across various areas, concluded Miles.
Coca-Cola has also invited fans from across the globe to be part of the largest flag mosaic ever created and show the world the power of football to bring people from different backgrounds and beliefs together. The flag is actually a giant mosaic, the largest ever created, constructed from photos and tweets submitted by fans from around the world.
https://www.youtube.com/watch?v=kBekdnkwlAQ
Hyundai – Social team
As part of Hyundai UK’s social strategy, the car giant has teamed up with Copa90, a large independent football channel on YouTube.
The strategy allows the company to place itself upon an established social channel, reaping the rewards of an already focused consumer base and engage with football fans and “add value” to its FIFA World Cup partnership.
Leave a Reply
You must be logged in to post a comment.