There is a God of Marketing. A deity so omnipotent that seasoned marketers make small offerings and prayers of thanks before, during and after any major campaign launch or brand strategy.
Adidas’ sponsorship blitz on the World Cup is set to bolster its dominance of the football category, where it is the market leader in terms of sales, with the company’s ties to winners Germany and a host of skilful players lifting public perception of the brand above rival FIFA sponsors.
From real-time plans blending search and trending data to damage control strategies for badly behaved brand ambassadors, Brazil has been a World Cup to remember for marketers. Marketing Week picks out the top six lessons for brands to integrate into their marketing strategies.
It is evenly poised in the marketing clash between Nike and Adidas as both pause for breath before moving into the second half of the World Cup.
888Poker has cancelled its multi-million pound deal with World Cup star Luis Suarez following FIFA’s decision to slap a four-month ban on him for biting an opponent.
Nike has credited the social media elements of its ‘Risk Everything’ World Cup marketing platform for helping drive a 13 per cent increase in revenue for its latest fiscal quarter.
Adidas is pulling controversial footballer Luis Suarez from its World Cup marketing campaign after he was slapped with an unprecedented ban from all football biting a player during a high-profile match.
Adidas is adopting a wait and see approach in handling its sponsorship of controversial striker Luis Suarez after the footballer was accused of biting an opponent during a high profile World Cup match.
Online poker site 888Poker.com says it is “reviewing” its relationship with Luis Suarez after the Uruguayan was accused of biting an opponent during last night’s (24 June) World Cup match against Italy.
McDonald’s, Nando’s, Trident, Whole Foods and Listerine have pounced on the opportunity to transform the public outrage at World Cup star Luis Suarez biting an opponent yesterday into a real-time marketing opportunity to flout their brands.
When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.
Adidas expects to hit its €2bn (£1.6bn) sales target for football products this year as its content-focused World Cup campaign fires up demand.
Budweiser, Heineken, Halewood and Fuller’s are among several brewers ramping up digital activity in the on-trade around the World Cup to try and turn the increased footfall into pubs and clubs into real-time marketing opportunities to lift sales.
The World Cup is just hours away and both sponsors and non-sponsors are flexing their marketing muscle to exploit the start of what industry observers predict will be the biggest sporting and commercial event ever.