2014 World Cup Brand Marketing, Real Effort
< p > 2014 < a href= "//www.sjfzxm.com/news/index_c.asp" > Brazil World Cup < /a >, unchanged is the luxurious football star lineup and passionate music.
But the excitement of marketing people has escalated, because with the innovation of technology and the diversification of media forms, brands have greater choices and space in the form of activities, channels of communication and interaction with consumers.
Besides the sponsorship of the world cup, what the brand needs is a real effort of brand marketing.
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< p > < strong > Coca-Cola World "s Cup < /strong > /p >
< p > Coca-Cola has been the sponsor of the World Cup since 1978, and the 2014 World Cup will be the biggest marketing activity in Coca-Cola history.
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The theme of the Coca-Cola world cup is "World" s Cup, "Coca-Cola is the hometown of everyone" and Coca-Cola is also a drink for everyone, as Coca-Cola executive vice president, chief marketing officer and business director Joseph Tripodi said.
The theme behind this theme is how football can bring people together and enjoy the present happiness.
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< p > interaction with consumers is the keynote of the Coca-Cola World Cup campaign. For example, the theme song "The World Is Ours" of Coca-Cola world cup is selected through the form of crowd raising.
In addition to extending the past invitation to soccer stars and launching the Trophy Tours, mobile marketing was first incorporated into Coca-Cola's World Cup marketing, and it is also a highlight of its World Cup marketing.
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< p > < strong > Coca-Cola Mini Pot < /strong > /p >
< p > Coca-Cola has released a series of interactive mini water bottles. Consumers can send information or visualized symbols to owners of mini bottles through Facebook, iPhone or apps, and use mobile phone cameras to aim at Mini bottles, and the markings on bottles will be activated to become dynamic effects.
Another mobile application is Happiness Flag.
Coca-Cola will put all kinds of self photographing fans on a flag, and this flag will appear in the first match of the world cup.
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< p > on the other hand, Coca-Cola is also trying to use this world cup to understand the culture of fans in different regions for future marketing activities.
By collecting real-time feedback from consumers on 14 different platforms, Coca-Cola will make use of big data analysis to grasp the mentality of fans in different countries and regions, understand when and where, and what kind of media they are using to accurately locate consumers and use them for future marketing.
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< p > < strong > Pepsi Cola Live For Now < /strong > /p >
"P", Coca-Cola's top competitor, Pepsi Cola, like Nike, is good at "surprise attack" at Coca-Cola's home.
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The theme advertising of the P Pepsi world cup is "Now Is What You Make It", which brings together 19 superstars of football, Messi, Van Persie, Aguero and Ramos, and the street musicians Stoney, which tells the passion of football and music and inspires people to live in the present (Live For Now).
Music has always been a core element of Pepsi brand. Pepsi Cola's global CMO Kristin Patrick says that the World Cup tour of Pepsi is a convergence of music and football and art.
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< p > < strong > Pepsi Cola "football art" Van Persie < /strong > /p >
Another key word during the "P" Pepsi Cola World Cup is its Art Of Football tour.
The activities show Messi, Van Persie, Aguero and other stars in the form of black and white photographs. They are surrounded by street art symbols from their own countries. When soccer and street art, gray and Pepsi Cola blue collide, they produce strong visual impact, and conveying football is also an artistic concept.
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< p > < strong > > a href= "//www.sjfzxm.com/news/index_f.asp" > Adidas < /a > All In Or Nothing < /strong > < > >
< p > the theme of Adidas's world cup is "All In or Nothing" (Cheng Wang or Bai Kou), which conveys that every team is eager to pursue perfection in the World Cup stage and strive for the best.
The star lineup includes Messi, Oscar, Alves and Mesut Ozil.
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P, as the sponsor of the world cup, Adidas is also the provider of World Cup football.
In order to mobilize the enthusiasm of consumers, Adidas launched online balloting activities to name the ball for official competitions.
After several rounds of voting, 70% of the fans chose Brazuca.
In the Brazil language, Brazuca represents excitement, pride and goodwill.
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In order to better interact with online audiences, Adidas took 12 months to build a Digital Newsroom in Massachusetts, the Reebok headquarters of its brand Reebok.
The main target audience of this project is relatively young consumers on the Internet. They broadcast the situation in real time and share moments of joy and passion with online viewers.
This real-time marketing platform can accurately capture the current popular culture, trends and fans' favorite topics, as well as the image of Adidas brand in consumers' mind from feedback information.
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< p > < strong > Nike Risk Everything < /strong > /p >
< p > Nike's World Cup theme is "Risk Everything". The star lineup includes Portugal's Rees TIA Nor Ronaldo, Brazil's Nemal Silva and British Wayne Rooney.
The three stars showed in 60 seconds of advertising how to perform well under great pressure to prepare for the world cup.
Nike CMO Davide Grasso says great moments usually come from breaking the rules.
Nike has also practiced this concept.
In the world cup, Nike, a non sponsor, usually wins by ambush.
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< p > < strong > Nike "Ris kEverything" themed advertisement < /strong > /p >
< p > early March, Nike launched its latest ball a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > Nike Magista, which adopted Flyknit technology.
Nike also sponsored the Brazil team of the host country and provided 10 teams to 32 teams, when many stars would run on the green field wearing Nike's Mercurial Superfly sneakers.
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Another platform for Nike P is social media.
At present, the number of fans and fans of Nike's Facebook and Twitter are more than that of Adidas. Nike has increased 13 million more fans than Adidas's fans in only two months from February to April. Most of its fans come from emerging markets like Indonesia and Turkey.
It is worth mentioning that in Nike's star lineup, Ronaldo has 79 million and 26 million fans on Facebook and Twitter respectively, ranking the top of all players, and is bound to play an important role in expanding Nike's global influence.
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< p > < strong > SONY We Ar eOne < /strong > /p >
P SONY Japan is one of the sponsors of the world cup. When the World Cup event on the theme of "We Are One" was released, SONY invited consumers to upload videos to show their love for football. The winner will be invited to Brazil to watch the world cup.
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At the end of last year, SONY also solicited original songs in crowdsourcing and encouraged musicians to upload their original works to SONY Song Super Song.
Earlier this year, SONY selected the winning entries as its World Cup theme song, and invited Puerto Rico pop singer and former World Cup theme singer Rich Martin to sing.
At present, there are more than 120000 fans on the Super Song Facebook page.
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< p > SONY also created the "One Staduim Live" online platform, which was officially launched in May 1st and optimized for smart phones, tablet PCs and personal computers. At that time, it will focus on the hot topics and wonderful comments on the world cup on social media platforms such as Facebook, Twitter and Google.
By then, One Staduim Live will undoubtedly become the center of global fans gathering.
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< p > SONY will also play its product advantage and cooperate with FIFA to expand the application of 4K during the world cup.
SONY will provide FIFA with professional solutions from radio and television to a series of professional solutions, and from shooting, production to watching a complete 4K solution to promote 4K audio-visual experience.
There are several main cooperation: SONY and FIFA will jointly produce the official version of the 4K version of the 2014 World Cup. After the world cup, FIFA will be released online through the 4K content distribution service; FIFA will shoot a 1/8 finals, a 1/4 finals and final finals with SONY's Radio and TV professional 4K equipment; SONY will set up SONY Pavilion at some venues, visitors can watch the exciting clips produced by SONY 4K/60P format; consumers can enjoy the 2014 World Cup Official Trailer in the exhibition hall and sales outlets of SONY worldwide.
Through the promotion and application of the world cup, SONY can give consumers an opportunity to understand and experience their 4K products.
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< p > < strong > Budweiser beer Rise As One < /strong > /p >
P Budweiser has been linked to the world cup for 25 years, and this year it has sponsored the world cup for eighth consecutive years, and it will continue to sponsor the world cup in 2018 and 2022.
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The theme of Budweiser's world cup is "Rise As One". The purpose is to celebrate the sport that people all over the world enjoy and turn the world cup into a carnival of fans. P
In Budweiser's view, football not only brings pride and fierce competition, but also brings fans from all over the world to share the joy of football.
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Under the theme of "P Rise" As One, there are a series of activities, including new TV and outdoor advertising, customized regional market activities, through strategic media partners, the development of digital Brazil World Cup content, and so on to attract consumers to participate.
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The characteristic activity of Budweiser P is its "FIFA World Cup.Trophy" feature. Since 1974, it has represented the peak achievement, the team and the country in the field of football.
At that time, Budweiser will issue its limited edition aluminum trophy bottles in more than 40 countries and regions in the world, as well as a limited edition of glass bottles and cans.
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< p > < strong > modern KIA < /strong > /p >
P > in the star lineup, modern cars chose Spanish Iker Casillas and Kaka from Brazil as the spokesmen for the world cup, and modern KIA also invited Oscar Junior as a brand endorsement in Brazil.
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This year, the modern KIA P has reached a strategic partnership with YouTube Copa90.
Copa90 is an independent football channel on YouTube. The modern KIA UK will sponsor Copa90's two originals program. Viewers can win tickets to the Brazil World Cup on these two programs.
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< p > modern KIA and YouTube are based on an insight into the audience: fans like watching tennis matches online, and YouTube is usually their first choice.
At present, there are 10 million 400 thousand fans online on YouTube, of which 99% are < a href= "//www.sjfzxm.com/news/index_h.asp" > fans < /a > almost every day, and 4 million 500 thousand fans use YouTube frequency very high, averaging 100 pages per month.
At present, the Copa90 channel has more than 500000 subscribers. With the help of Copa90 users and its advantages in content production, Hyundai motor can achieve highly interactive with fans. The original content will also give fans the unforgettable experience of World Cup.
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< p > in the past cooperation with the world cup, modern KIA has always been the provider of ground pportation in the world cup with its own advantages.
This year, it will continue to provide ground pportation services, < /p >
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