Professional Documents
Culture Documents
Make-believe sonny announced a brand strategy at ifa 2009 to replace the "like.no.other"
moniker. the words "make-believe" form the "sonny group brand message." the words are
designed to unify the company's efforts at communication, and to reinvigorate the sonny
brand. This marks the first time any message has served to represent the company's entire
range of products. Previously, the company adopted separate strategies in its promotion of
entertainment and electronics products.
Following the announcement of the "make-believe" brand strategy, the company included the
logo at the end of advertisements. not until November 2009 did it launch its first
advertisement. Sony expanded the initial ad to print, television, digital, and outdoor
advertisements across Europe. The company launched the "make-believe" strategy in the
United States in January 2010.
Sony budgeted us$100 million for its "make-believe" campaign in 2010.
[6]
that same year,
sonny rolled out the second portion of the campaign, focused on promoting its 3d offerings.
[6]
it broadcast television advertisements featuring american football player Peyton manning as
well as pop singer Justin Timberlake.
[6]
the ads were intended to teach consumers about 3d
and reduce misconceptions about the technology.
[6]
as a part of the push, the company
planned to conduct several thousand demonstrations in retail settings, allowing consumers to
see 3d technology first-hand.
[6]
f. Visa
www.corporate.visa.com
Visa has been a worldwide sponsor of the Olympic Games since 1980 and is the only card
accepted at all Olympic venues. Its current contract with the international Olympic committee
and international Paralympic committee as the exclusive services sponsor will continue
through 2020.[76] this includes the Singapore 2010 youth Olympic games, London 2012
Olympic games, the Sochi 2014 Olympic winter games, the riot de janeiro 2016 Olympic
games, the 2018 pyeong chang Olympic winter games, and the Tokyo 2020 Olympic games.
Visa extended its partnership with the international Paralympic committee through 2014,
which includes the 2010 Vancouver Paralympic winter games, the 2012 London Paralympic
games and 2014 Sochi Paralympic games. In 2002, visa became the first global sponsor of
the ipc. Visa is the shirt sponsor for the Argentina national rugby union team, nicknamed the
pumas. Also, visa sponsors the Copa libertadores and the Copa sudamericana, the most
important football club tournaments in South America. Until 2005, visa was the exclusive
sponsor of the Triple Crown thoroughbred tournament. Visa sponsored the rugby world cup,
and the 2007 tournament in France was its last. In 2007, visa became sponsor of the 2010
FIFA world cup in South Africa. The FIFA partnership provides visa with global rights to a
broad range of FIFA activities - including both the 2010 and 2014 FIFA world cup and the
FIFA women's world cup.
Since 1995, visa has sponsored the u.s. nfls and a number of nfls teams, including the san
Francisco 49ers whose practice jerseys display the visa logo.[79] visa's sponsorship of the
nfls currently extends through the 2014 season.[80]
Starting from the 2012 season, visa became a partner of the Caterham f1 team. Visa is also
known for motorsport sponsorship in the past, having previously sponsored PacWest racing's
Indy car team in 1995 and 1996, with drivers Danny Sullivan and mark Blundell respectively.
4.2 FIFA world cup sponsors
4.3 National supporters
5 Marketing activities
5.1 Johnson & Johnson Brings Its Healthcare Expertise To Life Through
The Global 2014 FIFA World Cup Brazil
Through its global sponsorship and the care inspires care program, Johnson & Johnson
aims to foster caring among individuals and their families and communities in brazil, and
support and care for the players, fans and volunteers at the 2014 FIFA world cup brazil.
a. Enhanced medical care on the pitch
Johnson & Johnson is bringing its expertise to FIFA with solutions that will elevate the
quality of athlete care on the field of play. For the first time at the FIFA world cup, were
making it possible for the medical teams to be equipped with a standardized, fully-equipped
emergency medical bag for team physicians to use on the pitch at every match.
b. Tour do carinho (caring tour)
In the months prior to the event, we traveled throughout Brazil on the tour do carinho (caring
tour) to bring our caring message to communities across the country, while continuing its 80-
year-legacy of encouraging healthy lifestyles among Brazilian families.
The tour do carinho featured a nationwide blood donation program, encouraging and
facilitating blood donations, and engaging communities in all 12 host cities. The campaign
collected more than 20,000 donations, helping to save more than 80,000 lives.
c. Enhanced medical care for fan and volunteers
To aid the millions of fans attending the tournament, we are helping to standardize uniforms
for medical workers and medical signage in the stadiums so people can easily identify where
to go if they are in need of medical assistance. And at each citys FIFA fan fest, we created
a family area for parents and children to enjoy the 2014 FIFA world cup Brazil experience.
Here families can register children to receive official id bracelets, send messages of care to
children in need across brazil, take a photo with 2014 FIFA world cup brazil mascot
fuleco, use dedicated diaper changing stations and watch tournament action in a
comfortable place.
Johnson & Johnson also is helping to care for the 14,000 FIFA world cup volunteers
through training and by supporting volunteer centers in each of the 12 2014 FIFA world cup
brazil stadiums, where they can receive free health screenings (oral health, glucose checks,
body mass index checks, cardiac health), Johnson & Johnson family of consumer companies
products, and take a break from their duties in a comfortable setting.
d. Champions of care volunteers
We are helping to care for and celebrate the 14,000 2014 FIFA world cup volunteers who
embody the caring spirit of Johnson & Johnson. The 12 winners will attend the FIFA world
cup final as our guest and attend an awards ceremony celebrating their contributions.
e. Commercial display
At each Johnson & Johnson stadium commercial display, we will engage fans in creating a
care package that will be shared with children in need across Brazil. Well also share
important information about blood donation, and offer fans an opportunity to take their photo
with mascot, fuleco to share their fwc experience with family and friends.
f. FIFA 11 for health caring for children in brazil
Johnson & Johnson is supporting 11 for health, FIFAs school-based program that raises
awareness of the importance of a healthy lifestyle through 11 key health messages. FIFA has
brought this program to more than 130 schools across the 12 host cities, and impacted an
estimated 7,500 school children in brazil in the lead-up to the FIFA world cup. Johnson &
Johnson is providing uniforms, equipment and supportive messaging materials to enhance the
impact of this program.
5.2 Hyundai FIFA World Cup
a. Hyundai Fan Park
Inspired by previous Hyundai Fan Parks staged during the 2002 and 2006 FIFA World Cups,
Hyundai expanded Hyundai Fan Park beyond the host country shores to major football
capitals around the world thus further elevating the fun and Hyundais visibility. Staged in
the major cities of the qualifying countries, Hyundai Fan Park will convey thrills and
excitement to fans worldwide
b. Fan of the Match
Fan of the Match, one of the FIFA World Cup programs exclusive to Hyundai, aimed to
stir up fun and excitement at the match venues by rewarding the most outstanding fans. The
fan with the most colorful, zaniest costume was presented to the crowd on the giant screen on
half-time at all Hyundai 38 matches. All 38 Fan of the Match winners were automatically
entered into the Fan of the Tournament contest at FIFA.com. The winner of the Fan of the
Tournament was awarded a valuable prize.
c. Perimeter boards
Perimeter boards (A-boards), which were installed in all Hyundai 38 matches, raised the
visibility of the 'Hyundai' logo to unprecedented heights
d. Hyundai Best Young Player Award
Hyundai further leveraged its FIFA partnership with the launch of the Hyundai Best Young
Player Award (HBYPA) on Dec. 2, 2010. Hyundai is proud to be the exclusive presenter of
the HBYPA, a coveted honor recognizing the most outstanding FIFA World Cup
performances by footballers under 21 years of age. The trophy is awarded to an exceptional
young player who demonstrates skill, creativity, maturity and a positive attitude, making a
crucial contribution to their teams performance and delighting fans with their ability and
application.
e. Online program
Hyundai recognizes the growing importance of the digital domain and expanded its
worldwide web investments to publicize information about its official partnership with FIFA
and improve the quality of the interactive experience with the brand through special programs
such as 'Be there with Hyundai' and 'Fan of the Match.' Hyundai created the FIFA World
Cup micro-site (FIFAworldcup.hyundai.com) which offered entertaining yet informative
contents including the ultimate quiz and sponsorship history. It also elaborated on the FIFA
World Cup global marketing program and offered the very latest World Cup news
f. Goodwill ball (GWB)
In the run-up to the 2010 FIFA World Cup gigantic four-meter high footballs ignited the
hopes and passion of football fans. A total of 32 Goodwill Balls, one for each of the 32
qualifying countries embarked on national tours to collect the best wishes of the football fans
for their national team. Exclusive to Hyundai, the Goodwill Ball Roadshow has become a
signature event for the company since its inauguration at EURO 2000. Popular with the
fans, the balls have been gathering momentum at the 2002 Korea/Japan and 2006 Germany
World Cup and EURO 2008.
g. Be There With Hyundai
Through the Be There with Hyundai program fans had the special opportunity to submit
slogans which could be selected to be attached on the national team buses. With the start of
the program dating back to EURO 2004, this program has become one of Hyundais most
well-known marketing programs.
h. TV Commercial
Hyundai launched a special edition TV Commercial for the 2010 FIFA World Cup,
illustrating the joy and excitement of fans towards the tournament.
i. Outdoor advertisement
In order to maximize exposure, Hyundai took advantage of the best outdoor advertisement
opportunities found in high traffic areas such as airports, city centers and Fan Fest zones
within the host country as well as on all other major continents.
5.3 Pepsi
Pepsi launched an interactive video that was the highlight of their Now is What You Make
It campaign. The video allows consumers to interact with different objects online, creating a
custom experience, such as a video with a personalized autographed ball. This campaign was
also supported by limited edition items that blended together sports, music and art. This
campaign has been successful because it gives people a personalized experience that is as
much art as it is advertising.
5.4 Nike
Nike has had one of the most successful campaigns with their video The Last Game, which
has had over 62 million views within the span of a few weeks. The five minute video uses
animation to tell an in-depth story of World Cup players that need to Risk Everything to
overcome massive odds. The stories are relatable, told well, and global in nature. It also
highlights the Just Do It Nike brand with the Risk Everything campaign theme. The
campaign is also tied up neatly with a custom social network created by Nike for soccer fans
called talk futbol 24/7. The social network allows Nike to participate in a continuous dialog
with soccers most dedicated fans, people who are willing to buy the latest Nike gear.
5.5 Coca Cola
Coca Colas brand promise of fun, freedom and expression was showcased during their
World Cup campaign. They demonstrated these values with a short film that shows how Coca
Cola gave people from developing countries a free trip to the World Cup, let people express
themselves through a crowd sourced Happiness Flag, and will bring fun to schools in need
with through free soccer balls. All of their work during the World Cup reinforced their
brands core promise, and did it in very creative ways.
5.6 Visa
Visa took a unique perspective on their marketing for this World Cup by bringing together
Nobel Laureates to discuss their deep held feelings for soccer. You wouldnt expect Nobel
Laureates to get competitive when it comes to sports, but soccer brings it out in them. Instead
of focusing of focusing on selling the Visa service during their ad spot, they were able to tell
a compelling story about passion for soccer. They did so using some of the smartest people in
the world, which in turn helps build trust in the Visa brand. Also, Visas Everywhere you
want to be slogan ties in nicely with the World Cup. See the United in Rivalry campaign
here.
5.7 Adidas
Adidas has created the largest marketing campaign in sports history. Instead of focusing on
creating new social network like Nike, or interactive videos like Pepsi they took a more
traditional approach and engaged well-known celebrities to promote their brand. They used
some of the biggest names in soccer and music to create powerful videos in their All In or
Nothing campaigns. These videos worked well because of the broad emotional appeal, high
production value, and the music by Kanye West.
6 Social Media Marketing
Social media marketing is the process of gaining website traffic or attention through social
media sites.
Social media marketing programs usually centre on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
Social networking websites allow individuals to interact with one another and build
relationships. When companies join the social channels, consumers can interact with them
and they can communicate with consumers directly. That interaction feels more personal to
users than traditional methods of strictly outbound marketing & advertising.
Social networking sites and blogs allow followers to retweet or repost comments made
by others about a product being promoted. By repeating the message, all of the users
connections are able to see the message, therefore reaching more people. Social networking
sites act as word of mouth. Because the information about the product is being put out there
and is getting repeated, more traffic is brought to the product/company.
Through social networking sites, companies can interact with individual followers. This
personal interaction can instil a feeling of loyalty into followers and potential customers.
Also, by choosing whom to follow on these sites, products can reach a very narrow target
audience.
Social networking sites also include a vast amount of information about what products and
services prospective clients might be interested in. Through the use of new Semantic Analysis
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. Understanding of buying signals can help sales people target
relevant prospects and marketers run micro-targeted campaigns.
World Cup Sponsors Take On Digital
Coca-Cola, McDonalds and Budweiser are all looking to bring the in-stadium experience to
computers and mobile devices worldwide during the 2014 World Cup. Heres a look at what
these three global brands are launching on digital to capitalize on the passionate base of
consumers watching.
a. Coca-Cola
Coke plans to use an integrated digital and retail campaign to reach fans around the world this
June. The brand is releasing small collectible bottles that can be activated through an
augmented reality Facebook application, accessed through consumers phones. It also plans
to release a photo sharing campaign and digital sticker program in lieu of its traditional
physical sticker book.
b. McDonalds
In its sixth year as a World Cup sponsor, McDonalds is leveraging its social media entities in
different campaigns in the weeks leading up to the tournament. Arcos Dorados, the main
McDonalds franchise operator in Brazil, is asking fans to tweet photos of their favorite
moments at the fast food chain. These photos will then be used in an outdoor media campaign
throughout the country over the summer. McDonalds also launched its Player Escort
contest, run through the brands Facebook site. The program offers children around the world
a chance not only to meet their football heroes, but to hold their hands and accompany them
on to the field of play at the largest football event on Earth.
c. Budweiser
Calling it the biggest social conversation ever, Budweiser is set to launch a digital
campaign that is expected to drive sales and engagement. With a 17% increase in marketing
spend due to the games, the beer giant is launching a dedicated website and mobile app for
the games. The site will aggregate social media activity and will launch a branded series from
Brazil during the event, while the app will allow user to find the closest bar pouring Bud and
showing the game.
7 Memorable moments from the most social World Cup ever!
This is the first World Cup where brands have heavily activated around the tournament
through digital channels when they have no sponsored right to do so. Since South Africa
2010, Facebook has more than doubled its monthly active users, Twitter users now send more
than 10x as many tweets per day and now Instagram exists!
7.1 Record Breaking Social Mentions
New sporting records were set for tweets sent, Facebook interactions and inappropriate
photos involving Mario Balotelli and the Queen.
7.2 Pre-Tournament
The weeks and months leading up to major events are always hugely important for brands to
maximize their time with big names before disappearing behind FIFAs commercial curtain.
Digital campaigns leading up to the World Cup Finals generally centered on gaining
maximum exposure for high-end advertising campaigns featuring star players.
Adidas and Beats by Dre caught the eye, but Nike stole the pre-tournament show.
Nice storytelling, a hint of humor and Rooneys dodgy Scouse accent helped earn their 64m
YouTube views for The Last Game, without any of their stars presumably even having to
appear in front of a green screen or step into a recording booth.
Good job they got in early as the only player in the campaign that made it as far as the semi-
finals was David Luiz, who perhaps took Nikes Risk Everything message too seriously.
7.3 Kick-Off
Time to unveil the shiny new technological toys.
The official FIFA.com site had a new live center and a social hub that was packed full of
detail and data, with sponsors like McDonalds, Hyundai, Castrol and Budweiser handed
some prime real estate, while Sony had a destination of their own at One Stadium Live.
Facebook created a World Cup hub to access content, while Twitter rolled out a number of
innovations including hashflags, man-of-the-match voting (sponsored by Budweiser), score
updates and dedicated match pages for each game.
ITV used Grabyo and partnered with Paddy Power and Twitter Amplify to maximize their
live rights, while everyone enjoyed some friendly fun at the expense of Robbie Savage
Every detail of the tournament was analyzed even down to who won the World Cup of arm-
folding (some welcome news for Totten ham fans).
7.4 The Final
Things turned out nice in the end for adidas in their battle with Nike as Messi and Muller,
Argentina and Germany all manufactured their way to the final, seeing off the Nike-
sponsored pair of Brazil and the Netherlands in the semi-finals.
Adidas had David Beckham on their YouTube show The Dugout, the official ball, the
winners of the Golden Glove, Germany's Manuel Neuer; the Golden Ball, Argentina captain
Lionel Messi and the Golden Boot, Colombia's James Rodriguez.
8 Ill-Effects of Social Media on Sponsorship Value
This is the first World Cup where brands have heavily activated around the tournament
through digital channels when they have no sponsored right to do so. Since South Africa
2010, Facebook has more than doubled its monthly active users, Twitter users now send more
than 10x as many tweets per day and now Instagram exists!
The social media landscape has been transformed in four years, and gives an indication to
why brands are putting the effort into activating around Brazil 2014. Surely all this chatter
around an event is a dream come true for the official sponsors? Its not quite that simple.
In a recent study by Unruly Media, only four of the top 11 most viewed brand ads about the
World Cup were from sponsors. Less than half. Continental Tyres one of the leading
official sponsors, didnt feature at all. Sony an official partner, are nowhere to be seen.
Unsurprisingly, Nike use their assets and force the relation in the minds of consumers. All the
Nike-sponsored teams and players were involved in their heavy-cost ad that implies they are
official sponsors but theyre not. If you did a poll, how many would say Nike were a main
World Cup sponsor?
Beats have come out trumps from this World Cup through an impressive ad utilizing their
playing assets. Again, no right to have a World Cup conversation but used World Cup
players to enable the link with the consumer.
Obviously the study isnt flawless, but it does continue to highlight an interesting question. In
the digital age, is there still the same value in being an official sponsor?
To answer the question, its worth dissecting a sponsorship package to understand where the
value still lies, and where better to look, than FIFA.
FIFA state that a sponsor benefits from: Wide product category exclusivity which is
afforded to all Commercial Affiliates, allowing each brand to distinguish themselves from
competing brands in their product category. Now, whilst this has been aggressively
reinforced in and around the stadiums, this is far from true in a digital space. To start with,
look at the table above. Nike above adidas, Samsung above Sony and Nissan above Hyundai.
Not looking that distinguished from competitors there What about beer brands? Budweiser,
official sponsor, have activated heavily around the World Cup:
But has that stopped Newcastle Brown Ale benefitting from the platform? Not one bit.
Another key benefit outlined by FIFA, is offering a unique platform vis--vis their
competitors. Social media has enabled brands without the official connection to ambush
these unique platforms. You only have to consider the Suarez incident.
There was a clamor for attention from brands off the back of the biting incident, but how
many were official? The only one that springs to mind, was the Uruguayan McDonalds
Twitter account, which was more than likely not signed off in the higher echelons of
McDonalds as FIFA would absolutely frown upon sponsors discussing the incident!
Aside from the conversation, what else do FIFA sponsors have the right to use? They can
use official tournament title and logos but is it beneficial, or is that in fact a hindrance?
When using social media, audiences have developed an eye for official titling, and have
almost developed an instinctive filter to those posts. Besides, as seen with the Snickers tweet
above, who needs to reference the World Cup when over 5,000 tweets per second are being
sent? Everyone knows what youre talking about. In fact, could we go further and ask
whether it could be better to work unofficially?
So, taking all this into account, does the traditional sponsorship model need altering to
include further digital rights and should sponsors be negotiating harder to get this cover?
Surely when their competitors begin to be more prominent in discussions over the World
Cup, for example, surely they have a right to question costs?
Perhaps the new ideal bigger brand model will follow the likes of Nike and Beats who find
themselves less restricted by buying direct player assets and activate on an unofficial basis.
Bigger brands will increasingly explore these opportunities in a creative capacity to give
them the right to participate more heavily in these conversations. As for the smaller brands,
theyll continue to jump in and out when theres a product link, and get small wins when they
can.
Theres obviously still value in sponsorship. Access to assets like players and visible
advertising rights are ultimately beneficial. However, social media allows a conversation to
be had by brands when they couldnt do so before without treading on toes and this is where
sponsors need to be tougher on their sponsorships to maximize the value they receive on a
digital platform, as well as a physical.
9 Sponsorship War Nike V/S Adidas
Any sponsorship can be assessed based on 4 lenses:
Business alignment how strongly does the sponsorship align to business objectives?
Cost / value equation what definable value is the company receiving from the
sponsorship for the investment
Quantifiable results does the sponsorship deliver on what it promises and how
quantifiable is the spend
Leverage how well does the sponsorship offer opportunity to leverage connections with
potential customers (both internal stakeholders and external consumers)
9.1 Business Alignment
Soccer has about 2 billion fans worldwide, followed by basketball with 1.2 billion, according
to sports research consultancies Repucom and Sport+Markt.
Roughly 70% of the soccer related product market is controlled by Nike & Adidas (with
Puma 3
rd
). However Nike only entered the soccer product market in 1994, whereas Adidas
has been associated and aligned since 1949.
Adidas is the market leader however Nike is hot on its heels and has a strategy to be number
one.
In 2013, Nikes soccer related revenue was $2b (up 21% from a year earlier, and about
double the pace of revenue growth for the broader company) and Adidas was $2.4b
Adidas launched the One Brand Anthem strategy bringing together its three lines of
business (sports, style, and street) into one global campaign for the first time ever and
engaging with consumers across multiple platforms and touch points.
They called it All In or Nothing.
Nike has taken a #riskeverything strategy and wants to win in soccer globally.
Risk everything is all about success despite pressure and Nike has focussed on blending
product placement with entertaining content and real time marketing. The question is whether
all the social connection converts into sales.
So lets call it 1-1 at this stage.
9.2 Cost / value equation
FIFA predicted it will generate $1.4 billion in sponsorship revenue from twenty-two different
companies from the 2014 World Cup.
The six FIFA Partner status companies contribute roughly 56% or $783 million. So assuming
equal contributions from each of the Partners, the 2014 World Cup cost Adidas about $130.5
million in FIFA sponsorship alone.
Adidas also reportedly spent US$68m on its advertising campaign.
Industry analysts have also calculated that based on $21.2 billion revenue target for Adidas in
2014, then Adidas may have assigned a $2.14b marketing budget (the same spending ratio at
last years 10.1%).
So with a sponsorship cost saving, Nike slips a sneaky goal ahead.
2-1
Nike and Adidas fought out their 2014 World Cup strategy with sponsorship of National
teams and individual super stars. Together they sponsor 19 of the 32 teams in the tournament.
Nike sponsored 10 teams, including hosts Brazil and the rising stars United States, while
Adidas sponsored 9, including the last World Cup champion, Spain, and both this years 2014
finalists Germany and Argentina.
Yet its the first time Nike has kitted out more teams than Adidas.
So 3-1 to Nike.
However with Germany and Argentina both #Allin the final, Adidas is claiming victory.
Thats 2 goals to Adidas. Its all tied up again.
3-3.
Adidas sponsor Colombias James Rodriguez, who won the golden boot (for being the
leading goal scorer in the tournament), as well as Germanys Thomas Muller and Argentinas
Lionel Messi.
4-3 to Adidas! Its a goal fest.
Yet Nike boasted about the fact that 53% of players on 2014 World Cup squads wore Nike
boots.
And Gonzalo Higuain of Argentina and Miroslav Klose of Germany (who broke the all-time
tournament scoring record), both wore Nike Hyper venom boots in the final.
4-4 at half time in the delivering good value game.
Hold onto your seats for the second half.
9.3 Quantifiable results
FIFA has stated that more than a billion fans worldwide accessed information about the
tournament through its digital platforms.
This has been the first truly mobile and social World Cup, said FIFA President Sepp
Blatter.
And there were more than 3b interactions on Facebook (more interactions than the Super
Bowl, Oscars & Olympics combined). With the Final generating 280 million interactions
from 88 million users, including comments, likes and posts.
There were 672m posts on Twitter with 32.1 million during the final. Not quite pipping the
35.6m posts during the Brazil-Germany semi-final.
Yet there were 618,725 tweets a minute registered after Germany scored the winning goal in
extra time to defeat Argentina 1-0. That beat the 580,000 tweets a minute generated during
Brazils humiliating 7-1 thrashing at the hands of Germany in the semi-final. Interestingly
this compares to 381,605 tweets a minute during the 2014 Super Bowl, according to Twitter.
There were also over 2.1 billion #WorldCup-related searches on Google.
However back to the game,the Risk Everything YouTube Video has been viewed over 16.6M
times, with a 35:1 like: dislike ratio.
Adidas All In or Nothing YouTube video has amassed over 38M views, however with a
6.3:1 like: dislike ratio.
Yet Nikes Last Game video has received a whopping 64m views! With a fantastic 36:1 like:
dislike ratio.
Nike reports their campaign has proved to be their most social and mobile campaign ever,
with 22 million campaign engagements to-date (likes, comments, shares), and 650,000 uses
of the hashtag #riskeverything in social media.
However, Adidas #Allin hastag trumps Nikes with 917,000 uses.
And Adidas had the fastest growing Twitter handle (@Brazuca which has over 3.9M
followers) during the tournament with the official (crowd sourced) name of the match ball,
Brazuca.
Maybe a goal each.
5-5
Nike has had a 21% increase in soccer revenue for the year June 1- May 31 preceding the
2014 tournament and is closing in on Adidas market leadership.
Ultimately it will be interesting how sales pan out for both companies in the next 6 months.
So a close chance for Nike ricocheting off the post.
9.4 Leverage
As we enter extra time, and the delivering good value game is still tied, its critical to
understand how Adidas has leveraged their sponsorship. This could be the clincher to
outweigh Nikes guerrilla attack.
As mentioned before Adidas named the match ball (Brazuca being the winner) and has
created extensive leverage through social media and digital platforms YouTube, Facebook,
& Twitter.
They ran promotions to win soccer balls signed by sponsored players by following Adidas
soccer-related Twitter accounts.
Additionally, they created the Adidas SoundCloud page (107,000 followers) as the home to
World Cup-inspired music playlists, and conducted The FIFA World Cup Chant Challenge,
giving fans the opportunity to create an original chant for their respective national teams and
enter to win a trip for two to the World Cup.
Adidas also had extensive on-site activations including opening a Creation Centre in Sao
Paulo, and3D light projection shows in Rio de Janeiro.
However Im not privy to how well these performed and how they were measured.
So no goals!
Its still 5-5 nearing the end of extra time. Maybe a penalty shoot-out will have to decide it?
Although it feels to me that Adidas has overinvested in the hope to stave off Nikes threat.
My feeling is that Nike will knock them off.
Gooooooooooooooooooooooooooooooooaaaaaaaaaaaaalllllllllllllllllllllll!!
6-5 to Nike I say, with a calculated goal in the dying seconds of play.
10 Social Media War Nike V/S Adidas
Adidas is a top-tier FIFA Partner, which means that they partner with the worlds soccer
governing body all year-round, regardless of whether or not it is a World Cup year or not.
According to a recent article from Analytic Partners, FIFA anticipates that it will generate
$1.4 billion in sponsorship revenue from twenty-two different companies from the 2014
World Cup. Of that $1.4 billion, it is estimated that the six FIFA Partner status companies
will contribute $783 million, or 56% of the total. Assuming equal contributions to this total
from each of the six official FIFA Partners, the 2014 World Cup will cost Adidas about
$130.5 million in FIFA sponsorship alone.
Both Nike and Adidas have an impressive digital presence, and both have been leading the
soccer industry with regard to viral campaign marketing. The two brands are constantly vying
for the coveted top spot, which Adidas has held for some time. But how do they stack up
against each other on the top social media platforms?
Though Adidas beats Nike in 2 of 5 platforms in terms of followers, Nikes +36 million
Facebook followers shoot it well past Adidas in terms of overall social media followers with
40.02 million, compared to Adidas 19.86 million. Though their numbers differ, the platform
driving the majority of their social media strategy continues to be overwhelmingly evident in
Facebooks numbers in terms of the platforms contribution to the brands total social media
following, both roughly at 89%.
Adidas, though it only has about 50% of the total social media reach that Nike does, at least
on these five platforms, does have the major advantage of being an official FIFA partner
going into the World Cup in the battle for the top spot in soccer or is it a major advantage?
The 2010 World Cup saw from Nike one of the more brilliant and more successful campaigns
in recent history with its Write the Future initiative. To put into perspective just how
successful Nike was, several reports have quoted Nielsen data from the 2010 World Cup that
indicated that Nike was more talked about online in reference to the World Cup than ANY of
FIFAs official sponsors for the tournament. Even though Nike was not an official
tournament sponsor, it forced its way into the World Cup conversation with Write the
Future, driven largely by social media and viral marketing tactics.
So far in the final months leading up to the World Cup it appears that Nike has a solid
foothold in the social media world just as it did in 2010. Its Risk Everything, Whatever It
Takes, and Dare to be Brazilian videos have seen a lot of attention throughout the various
digital platforms and one can be sure to see more of the same in the coming days before and
during the World Cup. And because no marketing campaign is complete without a
digital/social component in todays market, Adidas has come with its share of original
content as well, flexing the all in or nothing message, which was seen last summer more
geared towards the launch of new club team kits, to work into the World Cup and
highlighting the Brazuca, the official World Cup match ball, and the brands Battle Pack
set of boots in several videos.
In a world where profitability pressures are in many cases at an all-time high, a strong return
on investment has never been more important for marketers to achieve. In the sports
marketing world, this is something that is always tricky to calculate with 100% accuracy, and
is variable by case as with most everything. Without knowing exact cost figures from Nikes
Write the Future World Cup campaign from four years ago, it is very difficult to assess
ROI for the initiative. However, we cannot ignore the massive success Nike saw from the
2010 campaign and what they were able to achieve without the level of sponsorship tied
specifically to the World Cup than its rival Adidas had.
Social media is but one component in what is a vastly complex and comprehensive marketing
strategy and plan for both Nike and Adidas for the World Cup. One has to wonder though, if
Nike was able to achieve such success without the FIFA partnership, is it really worth it for
Adidas to shell out the $130.5 million to align itself with FIFA for the World Cup? Might it
be better served to repurpose those funds to other marketing tactics that might drive greater
results? Or, is it that Adidas is well aware of the potential for the $130.5 million very well
could be better used elsewhere, but the risk of letting Nike in the door to replace them at
FIFAs table is too great of a risk and far more to their detriment than shelling out the cash
for not quite the return that the companys finance department would like to see? Sometimes,
a spend to defend strategy can be very effective and can often be the best option for many
brands, however, it is not sustainable for the long-term. How Adidas and Nike are able to
work their respective social media networks for the World Cup will be very telling for the
future of the dynamic between these two brands in global football moving forward.
11. Conclusion
FIFA unveiled its new commercial strategy, the main feature of which was a new, three-tier
sponsorship structure. The primary tier consists of the FIFA partners, the second tier of FIFA
world cup sponsors and the third tier of the national supporters for each FIFA event.
Social networking sites act as word of mouth. Because the information about the product is
being put out there and is getting repeated, more traffic is brought to the product/company.
Through social networking sites, companies can interact with individual followers. This
personal interaction can instil a feeling of loyalty into followers and potential customers.
Social networking sites also include a vast amount of information about what products and
services prospective clients might be interested in. Through the use of new Semantic Analysis
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. Understanding of buying signals can help sales people target
relevant prospects and marketers run micro-targeted campaigns.
In a world where profitability pressures are in many cases at an all-time high, a strong return
on investment has never been more important for marketers to achieve. In the sports
marketing world, this is something that is always tricky to calculate with 100% accuracy, and
is variable by case as with most everything.
Investors in these uncertain economic times are looking for stability and predictability when
they decide to invest extra dollars. The professional sports leagues, with its derivative
businesses such as athletic apparel and media conglomerates, have become a multi-billion
dollar industries, but these businesses are not risk-free and in many ways can be more risky
than traditional corporations. Investing in companies that benefit from the multi-billion dollar
sports business can be an appealing and profitable proposition. High consumer demand,
pricing power and lack of competition, are critical success and survival advantages that big-
time sports leagues and teams command. It is also important to realize that these businesses
have unique risks. So, the next time you are at a sporting event, look at the ancillary
businesses that support your favourite team and see if they make sense in your financial
playbook.
The sports entertainment is generally considered a "luxury" and subject to the economics
laws of elasticity. The same human or emotional factors that attract us to spend our dollars on
their product, can quickly sour due to unforeseen events. You can build brand loyalty. Not
only can you use social media to build your brand, you can use it to demonstrate your
personality, interact with customers and show them that you care, which, in turn, breeds
loyalty. Social media marketing can also boost your reputation and build relationships.
You lose some control of your marketing efforts. Anything you publish is up for grabs, and
others can easily criticize you. Publish backlash is the last thing you want your social media
marketing to spawn, and without the ability to control comments or even what your own team
is publishing you open yourself up for potential negatives. Your return on investment is
delayed. Social media marketing can work to build relationships and brand loyalty, but it
takes time and dedication. Social media marketing efforts are not likely to earn immense
popularity overnight, so you must be willing to be in it for the long haul if you decide to
launch a social media marketing campaign.
As you can see, social media marketing can bring many benefits and increased profits to any
company with an online presence, but it comes with caveats. If youre considering launching
a social media marketing campaign, make sure you understand all the pros and cons and have
a robust plan in place. With proper planning youll increase your chances for social media
success, broaden your companys horizons and be ready to tackle and unfortunate
eventualities.
12. Annexure
FIFAs official terms and conditions for marketing rights
13. Webliography
http://www.fifa.com/index.html
http://www.forbes.com/sites/markjburns/2014/07/16/sports-marketers-highlight-winning-brands-
from-2014-fifa-world-cup/
http://www.business2community.com/marketing/2014-fifa-world-cups-goal-worthy-marketing-
campaigns-0929117#!bBHfoP
http://blog.clickdimensions.com/2014/07/the-real-champion-of-the-2014-fifa-world-cup-digital-
marketing.html
http://www.inmobi.com/blog/2014/06/11/fifa-world-cup-and-social-media-marketing-a-match-
made-in-heaven
http://blogs.imediaconnection.com/blog/2014/07/10/how-global-brands-are-scoring-on-and-off-
the-field-during-fifa/
http://www.businessofsoccer.com/2014/06/04/adidas-vs-nike-a-global-power-struggle-hinged-on-
the-world-cup/
http://worldwide.hyundai.com/WW/Experience/SponsorshipActivity/HyundaiFIFAWorldcup/Worldc
up/index.html