FIFA World Cup marketing ramps up - kempster
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World's largest marketing campaigns released

Wednesday 14th May 2014 / posted by Emma Williams

We’re in the midst of Spring and hope is rising. This is not just related to warmer weather and longer days of sunshine but today marks 29 days to go until the FIFA 2014 World Cup kicks off in Sao Paulo. As domestic leagues across the globe reach a climax, the imminence of this tournament has been reinforced by the recent squad announcements and major brands releasing their marketing campaigns to drive excitement ahead of the Brazilian summer of football!

Official partner of the tournament, Coke has launched their largest ever marketing campaign centered on a universal invitation to the FIFA World Cup, championing the power and inclusive nature of football. Released globally, they have tailored this campaign to specific markets by releasing a series of authentic, documentary style films featuring individuals who have overcome unique challenges through their love of the game

Coke has launched across a truly multi-channel platform, from above the line, through to their on trade channels and pack displays. To bolster their campaign, the soft drinks brand is pursuing a similar tactic to their Olympic campaign by embracing music and launching an anthem entitled, “The World is Ours.”

Music is also an obvious fit for FIFA partner, Sony. The winning entry from a crowdsourcing competition contest, SuperSong will be Sony’s official soundtrack to the tournament. This is also a great way for Sony to create social media content which emphasises the brand’s values and products rather than just its’ football properties.

Meanwhile, main tournament sponsor McDonald’s is again giving young football enthusiasts the opportunity to meet their heroes through their long standing Player Escort Programme. This is a global campaign that offers the escort and their companions the opportunity to win trips to the FIFA World Cup and walk out onto their pitch with their heroes.

The tournament provides plenty of opportunities for other brands to take the stage and leverage the World Cup. Brazil has the most successful team and is the home of creativity, carnivals and sunshine, so marketers have everything to play for to capture the imaginations of fans. As Pepsi looks to steal market share from Coke, it has unveiled a 19 strong “football super squad” for 2014 that includes longstanding ambassadors and their new recruit, Lionel Messi to front its #FutbolNow campaign. A celebration of its’ history working with some world’s most talented names, their TV spots supported by a documentary exploring Pepsi’s art collection – combining street art, photography and football 

Heineken has ramped up its’ world cup efforts to combat rival brand, Budweiser who is the official beer of the tournament. The beer brand are encouraging men to “unlock the secrets” of the cities they live in by taking on new adventures. The TV ad entitled, “cities of the world” will be supported by online activity and a set of specially designed bottles.

It is clearly apparent the World Cup is a big opportunity for marketers to innovate and with the presence of the most advanced advertising, there has never been more channels available for brands to deliver memorable and meaningful advertising. However, this might not come at a small price tag, highlighted by ITV today announcing a predicted hike in revenue of 12-13% with brands paying as much as £300k for a 30 second spot but there appears to be plenty of brands queuing up and desperate to build engagement with consumers this summer.


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