Tag Archives: 2010 FIFA World Cup

World Cup Advertising Wars, Part 3: Your Audience is More than Soccer

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

Ask many a sports enthusiast and they would probably agree-
a sporting event just isn’t complete without a cold beverage. 
Specifically, a cold beer.  And that mentality holds true for the
previously dry stadiums of Brazil, which will be required to serve beer in all
12 stadiums hosting the World Cup matches.
That’s reason enough for Budweiser to take the role of
official beer sponsor again this year (they’re one of FIFA’s longest standing
sponsors).  Pushing to be recognized as an International beer brand, U.S.
brewed Budweiser has a suitable Marketing canvas through the World Cup. Their
‘Heroic’ World Cup campaign,
themed ‘Rise as One’, will be highly visible now through the end of the
month-long tournament.
Budweiser became one of the first World Cup sponsors to
announce significant partnershipsfor
World Cup- specifically with Fox Sports and Vice Video- to unveil several
documentaries celebrating ‘humanity and perseverance’.  These partnerships
lead nicely into part three of our World Cup series, which focuses on
identifying your audience’s interests and most shared media to improve your
overall campaign.  We’ll discuss ways Budweiser might enhance their ‘Rise
as One’ campaign, as well as ways that rival Miller Lite, which has yet to step
into the World Cup Marketing trenches, might compete with the official sponsor.
Their Eyes Are on
More than the Ball

Digging deep into your audience’s interests isn’t a new
Marketing concept, and it’s one all Advertisers should take advantage of in
order to gain an advantage in any campaign.  It’s important to know where
your audience’s eyes, wallets and loyalties lie. Looking at the @FIFAWorldCup audience,
you can identify not only their most popular interests- everything from brands,
to media, to celebrities- but also those interests that are most unique to
@FIFAWorldCup engagers in relation to all of Twitter.
Looking at the list of ‘Top Unique Interests’ below, you’ll
find that most of them might seem somewhat obvious for a soccer fan- so they
might already be areas that are saturated with World Cup noise.  But
you’ll also find more unique interests buried in the list, like tennis player
Andy Murray or the founder of the Virgin empire, Richard Branson.
Partnering in some way with tennis-themed media or
television might have been a good decision for Budweiser, assuming the same
eyes will be fixed to the World Cup in June.
Similarly, if you’re on the Miller Lite Marketing team and
you’re planning a unique ambush attack, partnering with Virgin might be
successful- perhaps a series of in-flight TV ads on all Virgin flights or a
series of YouTube ads with Richard Branson as the celebrity endorser. If you’re
a smaller brand with a smaller budget, you might have to be more creative using
the same themes. How can you incorporate tennis or Richard Branson in your
online campaign?
Put Content Where
Content is Shared

Looking at the media that your audience shares the most is a
great way to identify where to promote your campaign. Take a look at the FIFA
audience’s most currently shared media below:
After examining the most shared media for @FIFAWorldCup,
either beer brand might decide to initiate a World Cup themed Instagram
campaign, since it tops the list of shared media.  Or they might utilize
the largest soccer website in the world, Goal.com, for online ads,
interesting polls and other Marketing tactics- assuming that since the FIFA
audience is sharing a lot of information from the site, they might also be
clicking through to get more info.
These are just a few hints on unique ways Advertisers can
push through the noise of the World Cup, and get noticed by their fans. 
Beginning next week, we’ll publish the first of a series of reports to track
the Personas of both the FIFA audience, as well as the World Cup official
sponsors and ambush Marketers, to see which brands are on the right track with
their campaigns.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI explores the
emerging role of decision science and the convergence of knowledge points -
insights, foresights, social science, marketing science and intelligence with
technology as a central driving force and profound connector.

As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use
code FOCI14BLOG when you register: http://bit.ly/RRvQzl

World Cup Advertising Wars, Part 2: How to Boost Your Campaigns

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

Rewind 4 years, and you might recall Adidas and Nike as the
top Marketing contenders for World Cup gear, with Adidas as an official
sponsor, and Nike as their ambush Marketing competitor. Both brands were
extremely successful with their campaigns, partly because the 2010 World Cup
events showed the highest numbers for a sporting event ever on social, providing a great way to increase engagement
amongst soccer fans.
Fast forward to 2014, and not a lot has changed in the
battle of the boots and jerseys. Adidas has again claimed a spot as an official
sponsor, with Nike looming in the background ready to pounce. In fact, Nike
wasted no time, and was the first brand to launch a World Cup
spot
 this year with the inspirational theme ‘Risk Everything’.
And Adidas should take note of Nike’s presence, especially
since Nike brought the pressure last year when Adidas sales slumped in Western Europe. Truth be told, it’s
anyone’s game when it comes to which brand will come out on top after this
year’s World Cup.
Segmentation- From
Planning to Launching

Elaborating on last week’s post, we plan to reveal some
Marketing tactics that might help each of these brands (and smaller brands)
gain the World Cup Marketing advantage, by moving away from the campaign
‘Planning’ phase and into the ‘Active’ phase.

To start, let’s look at the changes in the @FIFAWorldCup
Personas. Last week, the most engaged Persona was ‘Wholesome Males’. Another
sample of tweets this week reveals that ‘Reliable Males’ are now just as
engaged as ‘Wholesome Males’.
So how can brands use this information? Let’s start with
Adidas. They’ve hit social hard for their last few soccer-themed campaigns,
introducing several hashtags (including #FastOrFail for their AdiZero f50 boot,
and #GetReady for their Body Care line). A very smart move on their part.
Now it might also be smart for them to use real-time
segmentation to ‘boost’ any online campaigns running concurrently with their TV
spots. This week, that means speaking to the ‘Wholesome’ and ‘Reliable’
Personas that are actively engaged with @FIFAWorldCup and soccer.
Campaign Content
Shouldn’t Stay Static

Maybe that entails creating some fresh, new content (social,
online advertising, etc) that these Personas can relate to better, because as
mentioned last week, personality types unconsciously ‘Respond To’ or ‘Get
Turned Off’ by certain language. The newly engaged ‘Reliable Male’ Persona
break-down is below:
Popular Hashtags Lead
Back to You

Another way to boost their campaigns might be to use the
favorite hashtags from both Personas, to encourage engagement with the Adidas
campaigns. The current ‘Reliable Male’ favorite hashtag list is below (and what
do you know, #Adidas made the cut). Using these hashtags in addition to the
unique campaign hashtags might bring in more eyeballs from the online soccer
audience who Adidas is looking to sell to.
Next week we’ll look at the @FIFAWorldCup top shared media
and interests, and discuss how Marketers can use that data to make unique media
placement and brand influencer decisions.
Want to look at your own brand audience’s personality
breakdown or favorite hashtags? Click here.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI explores the
emerging role of decision science and the convergence of knowledge points -
insights, foresights, social science, marketing science and intelligence with
technology as a central driving force and profound connector.

As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use
code FOCI14BLOG when you register: http://bit.ly/RRvQzl