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 pyeongchang 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 indycar team in 1995 and
1996, with drivers Danny Sullivan and mark Blundell respectively.
5.2 FIFA WORLD CUP SPONSORS
5.3 NATIONAL SUPPORTERS
6 MARKETING ACTIVITIES
6.1 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.
6.2 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.
6.3 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.
6.4 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.
6.5 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.
6.6 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.
6.7 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.
7 SOCIAL MEDIA MARKETING
Social media marketing is the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center 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 instill 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.
8 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!
8.1 RECORD BREAKING SOCIAL MENTIONS
New sporting records were set for tweets sent, Facebook interactions and inappropriate photos involving Mario Balotelli
and the Queen.
8.2 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.
8.3 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).
8.4 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.
9 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.
10 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)
10.1 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.
10.2 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.
10.3 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, lets look at some of Nikes and Adidas digital media metrics.
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.
10.4 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.
11 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. A