As the most widely viewed sporting event, The FIFA World Cup has fans buzzing with excitement-and that goes double for marketers. After all, a lot has changed since the last World Cup in 2010; brands were socially savvy if they just simply joined the conversation. This year, brands are trying to be the conversation.
The combination of real-time results, large audiences, and mobile technologies make this an exciting yet intimidating opportunity for brands around the world. Brands are trying everything from apps to mobile advertising to score big with the world's game. Take a look at five key plays brands should run so their marketing doesn't get a red card during the #WorldCup:
- Know the opportunity. Since the 2010 World Cup, Internet usage has increased by 53%, Twitter use by 13,500% (!!!), and Facebook has gone from 300 million to one billion users. You thought the Super Bowl was a big deal? In 2010, 715 million people watched the World Cup final. Only 108 million watched this year's Super Bowl. Although, "soccer" might not be the most popular sport in America, it presents an incredible global opportunity that many brands don't typically have access to.
- Know your audience. Interacting and engaging with passionate fans will amplify your message. As MediaPost points out, the large majority of those who will be engaging cross-channel are millennials cheering for their favorite team, proudly wearing their country's colors, chugging beers, and watching with friends. Oh, and they have limited attention spans. Oh, and they have multiple devices (Did I just write my bio?). One way marketers are reaching this audience is through the use of Mobile Advertising. Brands who do this properly will reach the right audience, at the right time, on the right medium. Yes, this elusive audience presents a challenge, but if you reach them, they can spread your message faster than a Brazil break-away.
- Know the strategy. The most popular sports marketing is real-time marketing. Having a strategy prepared is great; however, that strategy should only be a guide for how your brand reacts in real-time. The conversation, emotion, and action of the game and its events should drive your brand voice. With three billion fans interacting in real-time, corporate messaging probably isn't going to cut through the noise, or vuvazelas.
- Know your technology. Sports are no longer just a viewer and their TV. The second and third screens play a critical role, and for some (like the aforementioned millennials) they may be even more important than what's on TV. Tier-one sponsor for the World Cup, Sony, knows this and is making a play. With One Stadium Live, Sony will bring online conversations into a mobile-first website to give fans a snapshot of the global conversation. Isobar, who created the app, expects 60% of tweets during the matches will be World Cup related. While it's easy to act on what your audience sees on television during the games, consider also what they're seeing across devices and channels during breaks and between games.
- Know your opponent. So you're a small brand? Or maybe you're a big brand that doesn't have the budget for a pricey World Cup sponsorship? So what! With proper activation, unaffiliated brands are hijacking brand awareness at the world's largest sporting events. In 2010, Nike (an unaffiliated sponsor) drove twice as much conversation as Adidas. And they're not afraid to "Risk Everything" this year either. Red Bull had the highest brand affiliation at the Sochi Winter Olympics despite not being a sponsor. Gatorade won with its "What's Inside" campaign at the 2012 Summer Olympics without actually being inside the London games. The official sponsors are limited by contracts and approval processes. Be creative, be strategic, and be bold. You have creative freedom. Use it.
The World Cup is a big stage. Many brands will try to take advantage of this audience. Some will be successful and some won't. Knowing the opportunity, audience, strategy, technology, and opponents will help you score big during the #WorldCup. With these tips and a little bit of confidence, I believe that you will win.
