- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
World Cup Marketers Create Some Fun Digital and Social Campaigns
Posted on June 28th 2014
The 2014 World Cup has been so exciting! And Brands have added to the footy excitement.
The world’s largest sporting event kicked off in Brazil’s capital city of Sao Paulo on June 12, and runs through July 13.
One sponsor, Budweiser, has created a microsite to serve as a hub for a weeklong series of events and content. The ‘Rise as One’ platform assures that digital media takes center stage over traditional advertising.
“On top of TV and the more traditional [parts], digital is the lead component of this campaign,” Ricardo Marques, Budweiser’s global advertising director, told Adweek.“One of the things that we wanted to ensure was that we understood the specifics of each platform and made sure that we have content tailored to each platform.”
Adweek’s Lauren Johnson writes that during the games, Budweiser will use Twitter Cards to let fans vote for their favorite players, called the FIFA Man of the Match.
“The beer brand will then award a player after every match and will buy Promoted Tweets to drive traffic to the content. Promoted Posts will also be used on Facebook that direct consumers to the campaign’s microsite to vote,” explains Johnson. “As far as video, the campaign includes two Web series that Budweiser has created with Fox Sports and Vice. The Fox Sports content spans 80 countries for a global push, and the Vice video includes a six-part documentary series.”
Over at Coca-Cola, the company’s largest advertising campaign in its history comes to fruition at the 2014 games. A special logo for the World Cup has been designed by James Sommerville, VP-global design. He first sketched out the ‘World’s Cup’ logo on a napkin in a restaurant. The logo will be the cornerstone of the campaign, which runs in 175 markets. “We give the markets creative freedom, but actually they’re all working off the same ingredients,” says Sommerville.
While Budweiser and Coca-Cola are official World Cup sponsors, this tidbit just caught my eye. MarketingLand.com reports that Nike, Samsung, and Castrol are dominating the social video playing field. “That’s according to a report by video metrics firm Unruly, which ranked brands by the total number of shares their World Cup-targeted videos have received on Facebook, Twitter and blogs.”
Nike and Samsung are not sponsors, so it will be interesting to watch how their respective campaigns evolve.
Martin Beck explains on MarketingLand.com: “As of May 22 when the snapshot was taken, Nike led with 1.28 million, and Samsung (971,504) and Castrol (962,206) had just shy of a million. Fourth-place Coca-Cola was way back with 353,067.”
In addition to videos and promoted Tweets, other brands are including Google+ Hangouts and gaming in their media and marketing efforts. We must not forget mobile.