Over the few months, the worlds biggest event has provided us with some amazing football, some painfully boring football, some laughs at the expense of the French and Italians and some good marketing talking points. Over $1.2 billion was spent on sponsorship alone, with billions more spent around the world on advertising and promotion, both from big and small businesses.
Here are some of the more notable marketing and advertising campaigns of the 2010 World Cup:
NIKE – write the Future add with massive viral success.
You have probably seen the ‘Write the Future’ advertisements plastered all over the TV and passed around throughout social networking platforms, featuring some of Nike’s high-profile athletes. Nike used ambush marketing tactics to create a promotion that was far more effective than that of Adidas, who are a major sponsor of the event. Nike’s Write the Future ad has had over 17 million plays on YouTube and produced over double the web searches during the world cup than Adidas.
Nike also made some clever updates to their products, introducing a colour range into their line of boots that stand out in contrast with the grass of the football pitches. They have also used a different colour boot for each type of player, creating a unique selling feature.
Castrol – making B2B Marketing Flashy
Motor oil brand Castrol using the world cup to promote to their B2B market. Using high-profile footballers such as Cristiano Ronaldo and Arsene Wenger, Castrol are attempting to make their brand fun and engaging while reinforcing the brand value. Their promotion has for the most part, been restricted to television ads and trade shows where they have dramatically stood out.
Categories: