Let’s start with the showcase that represented for brands having a global audience of millions of souls, but consuming souls in the end, who gave priority to this championship above all else (whoever saw our festivities last Tuesday knows what I mean). .
This makes it clear that, from a strategic and communicational point of view, there was not only a football competition but also at the level of brands that sought to capture the much-valued attention of users without forgetting, of course, the complex context in which the event took place. . Let’s remember the artists who said “no” to appear at the opening ceremony given the controversy surrounding human rights in that country. This point was already putting more than one person in check, how to be part of the most important event in the world and achieve visibility without losing credibility?
The important thing, and this is part of learning, is to have a dimension on the fact that although it is an opportunity that only presents itself every 4 years, that does not imply that in order to take advantage of the moment, anything goes because, as we have already commented Here on several occasions, today we are faced with a consumer audience that is selective and demanding to which, coincidentally, not everything is the same and is attentive to brands complying with their word, ultimately with their expectations. And this seems obvious, but it is never too much: a mistake in a World Cup is just a “world mistake”.
Other of the lessons that this Cup left us, is that the ways of consuming the contents changed. Beyond the matches and the emotion of being present in the stadiums today, this is added to living with the amplification that, before, during and after, the content creators do through the different platforms: Twitter, Instagram, TikTok, Twitch allowing a sort of match in loop with hours of content. I refer to the evidence with the number of virals, between videos and memes, generated by the “Look at you as a brother” by the Argentine goalkeeper Emiliano Martínez or the “Que mirás bobo, andá pa’allá” by Lionel Messi.
Beyond the results, this World Cup was a comprehensive experience because it was lived in each stadium but also on social platforms. Therefore, one of the greatest learnings at the communication level that brands can do is to understand that to be relevant it is no longer enough to have a brand presence, one must also reign in social networks where, although the Cup is already at home, the conversation continues…
Disclaimer: As I finish writing these lines in my head it still resonates: “Guys, now we are excited again. We already won the third. World champion again…” another clear proof of how fans and virality are the new challenge for brands in this 2023 that is already on our heels.