I really like the time of the World Cups because it is an opportunity to see everything related to marketing strategies. marketing and advertising. Everything that happens around is generally of a political-proselytizing nature and, of course, marketing-advertising.
The World Cup is one of the best venues for sponsors. Far from the paraphernalia that exists around the Super Bowl, for example, being a sponsor means that you have a global possibility to position yourself. You don’t belong to a mostly American market: but you can reach almost every corner of the world. Not for nothing, a few years ago, for example, there was an incessant struggle to be the sponsor of the uniforms of the Mexican team.
The brands know and know the potential of the sports market, historically.
Now – I think that every World Cup repeats this premise – but it is the event that will accumulate more conversation on social networks than its predecessors. More volume of mentions, more virality now with TikTok. We see what happens in the World Cup without necessarily liking it. Some ads have an immediate impact, like Louis Vuitton, featuring Cristiano Ronaldo and Lionel Messi playing chess. Just to measure the impact it had on networks, CR7, the Portuguese star, became the first person to reach 500 million followers on Instagram. there was no better timing for that piece.
The same happens in general with the content in the brands during the World Cup. With the birth of social networks, new ways of telling stories were also born and, above all, new mass media where the conversation of users is poured out. For some time now, brands have found a holy grail in the creation of content in real time. This is basically “riding the trend”. Precisely the World Cup is one of the pretexts where more brands can make efforts in their networks and cross the events that are happening in the World Cup, with their particular content.
Right now, we already had one of the first executions of content in real time with Bachoco. He used the theme of the Mexico vs. Poland game and the save by the Mexican goalkeeper to transform it into a “Chicken Wing” and the silhouette of a chicken saving a penalty. This post is a clear example of how we can join trends and/or whatever happens as brands.
Be careful here: it is not about getting on every topic that appears in the World Cup, but those that can be used in favor of your brand and that intersect with its values, in addition to being a topic that really intersects with the product.
An example that I always like to tell was in the 2014 World Cup when one of the players bit another in the middle of the game. Yes, I repeat it well, he bit him. 2 brands took advantage of it very well and yes, they have to do with food. The first of them: Snickers, where he reaffirmed his famous phrase related to Hunger. And also McDonalds used a similar lowering. In this sense, the tone of the brand was very well used, in the case of Snickers, as well as the particular theme: Food-hunger-bite.
Continuing with the 2014 World Cup, almost all of us remember the famous #NoEraPenal. Many brands also took the opportunity to get on it; however, I cannot remember any execution that lasted, such as the cases cited. And that is precisely the maximum risk: uploading for uploading does not mean that you will go viral. Although, in these cases, as soon as you are more strategic and your brand is more attached to the topic, you have a better chance of being remembered and going viral with a piece of content in real time. With this you will remain in the top of mind of consumers.
Success depends on 3 factors: the level of the topic and the intrinsic relationship it has with your brand. If you are a product of Internet services and something like a fan comes in to give each of the players a rose, it may not be very related, but that does not mean that it cannot be used. You just have to take it to your field. Another one is the values of your brand. Perhaps in the matter of Internet services, part of your philosophy is to love your neighbor, so you can clearly incur this action. And the last, not least important: the time you publish. If more than 48 hours have passed and your brand did not take advantage of a topic-event-situation, it is best not to upload it.
Take advantage of this opportunity marketing and the content that we only have every 4 years for the benefit of your brand.
Is there any other execution that you remember?
We read next week.