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brands like Budweiser They have protested against the sponsorships they made to FIFA, but which now prevents them from offering beer at World Cup events.
The action of AliExpress with a “Coca-Cola” cover is a creative measure with which brands have sought to get involved in the market given the seasonality of events such as the World Cup in Qatar.
A tweet surprise appeared in the account of AliExpress where the brand promotes the consumption of beer in Qatar with a cover ofCoke”only to avoid problems of trademark use, the logo of your product reads: Coke-Cola.
The action of making World Cup promotions on social networks has become a very important benchmark for how social networks are used and, most importantly, the value that is given to digital channels.
If we go to the basics of social networks used as a digital marketing channel, in a study that ran worldwide for frankwatching, 85 percent said they were looking to increase their brand exposure in the digital arena; 75 percent were looking for more traffic to their web entities; 66 percent went for leads; 58 percent for the development of fans loyal and 57 percent to improve sales.
Given these expectations, it is important to see the actions that are consolidated around events such as the World Cup in Qatar, where some prohibitions, such as alcohol consumption, have drawn attention.
Cocq-Cola to cover beers
An unexpected mention in networks put up for sale a cover that imitates the Coca-Cola logo for beer cans, at a price of 4.62 euros (100 pesos, approximately) and with a simple message published by AliExpress Spain: “We are all playing this World Cup”.
The sale action by the CM of this electronic commerce portal occurs after the prohibition of alcohol consumption in stadiums drew attention, which generated controversy among fans, since these are matches that traditionally motivate alcohol consumption in games.
In the case of AliExpresshis publications have become a creative strategy where with creative copies he has sought to attract the attention of consumers, so that they interact with his post and the maximum of studies carried out by firms such as frankwatchingwhich is to achieve leads and brand awareness through unusual publications.
With these cases, the series of actions that are being carried out in the national team match is striking, such as Budweiser’s complaint against the sponsorship it made to FIFA and which led it to keep a significant number of beers that it could not mobilize in matches in Qatar, due to the ban imposed on alcohol consumption in stadiums.
“Following discussions between the authorities of the host country and FIFA, the decision was made to concentrate the sale of alcoholic beverages at the FIFA Fan Festival, other fan destinations and authorized venues, removing beer outlets from the perimeters. from the stadium for the 2022 FIFA World Cup in Qatar,” he said while confirming that the huge inventory of beer would be delivered to the winning team of the World Cup match.
Social networks are an important communication channel and during the Qatari event they demonstrate the power of influence they have and the reach in the communication of brands they offer.
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