The World Cup marketing that could have been
Charlotte LockThe BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
The BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
Online streaming is a growing segment of video viewing, but TV’s average per-minute audience remains dominant for high-profile events like the World Cup, and will continue to be so long into the future.
As the FIFA World Cup nears the half-way mark, with England through to the final 16 (and Germany out), Marketing Week takes a look at the winning (and losing) ads of the tournament – and it’s an unlikely brand leading the way.
The 2018 FIFA World Cup is predicted to inject an additional $2.4bn into the global ad market, as the tournament’s ‘younger’ audience encourages advertisers to showcase the brand building powers of social media.
While New Balance admits it can’t rival Adidas and Nike on spend, it says a focus on social engagement and Russian football culture, rather than the “hype'” of the tournament, will help it compete as it takes part in its first World Cup.
Visa says it’s not concerned about the geopolitical events surrounding Russia amid rerecording its World Cup campaign to remove the voice of actor Morgan Freeman after he was accused of sexual assault.
AB InBev’s CMO says Budweiser’s new campaign aims to inspire, engage and energise the 3.2 billion football fans tuning into the biggest sporting event in the world this summer.
Amid concerns about whether the Russia World Cup presents a brand risk, Adidas’s CEO admits the event is not the sales opportunity it used to be, but says it still offers the chance to build the brand.
While brands are hoping to keep a safe distance between their World Cup sponsorship and geopolitical events in Russia, they will need a strategy that speaks to fans in the host country and around the world.
Welcome to Marketing Week’s 2018 FIFA World Cup blog, a chance to catch up on all the latest brand and sponsorship news in the run up to the tournament.