The Fifa Fever Is Back!!
Soccer means the world to football fanatics; they won't step away from their TV sets or internet. It is a 5th addition to the 4 seasons. This is Gala time for all FIFA fans! Food, beverages and Football become the three basic necessities, if you're a devotee.
However, it's not just the fans who wait eagerly for the World Cup but also the BRANDS who swoop down on FIFA to leverage their products. From the smallest player to the big names, every brand wants a piece of the FIFA visibility pie. Participation in FIFA related events, quizzes and contests becomes an irresistible prospect for all FIFA fans, there's so much on offer! They are great at leveraging everything about the event, everything that is happening in and around football.
Long before the FIFA 2010 edition made its debut on 11th of June, many big brands had already started to formulate their brand promotions based on it. It's an event that comes only once in four years, an event which celebrates the joy of world's favourite sport. Beginning with Coke, the longest standing partner of FIFA since 1974, Coke incorporated the FIFA theme into its global brand communication. 'Coke Opens Happiness' was blended with the finest and happiest celebration moments from the world cup.
It engaged the audience in its campaign through the "Celebrating the Goal" contest. The company didn't stop at promoting itself but it also persuaded a call to action. Here in this contest Coke gave football fans chance to win FIFA Match tickets. The contest was about displaying your celebration style for a goal scored by you. Simplicity of the contest got this campaign extremely high recognition and hoards of people took part in it.
Another big brand to canvas FIFA theme in its promotion was Sony Ericsson. The Japanese-Swedish company in collaboration with Cherrypicks developed an interactive football theme based game wherein the players had to hit the ball with their head and advance to further level. The winners of the header game won exciting FIFA goodies.
Both the companies gained extensive exposure on conventional as well as digital media. The campaigns ranged from online applications to contests on Facebook, Twitter and Orkut etc. in addition to regular communication.
With all the international brands charging in, how could an Indian brand with International standards lag behind? So GoJiyo also jumped on the band wagon. They've constructed a giant Jabulani with head phones inside the virtual world for all the FIFA fans in GoJiyo. The football has been made clickable; a click lets users listen to the official FIFA Album. This should be an interesting experience for all the Shakira fans; the virtual world also claims that you can dance to the tunes of waka waka right inside the virtual world. A new concept - let's see how it is received by the users.
From the international brands to Indian brands, FIFA has been a theme of utmost interest. And each one has incorporated this into their marketing strategy and brand communications to the fullest. Brands spare no expense to capitalize on this "Fifaism". The competition heats up with all brands harping on the FIFA mantra and attracting more and more consumers.
Is this what they call "THE FIFA FEVER? - 2361
However, it's not just the fans who wait eagerly for the World Cup but also the BRANDS who swoop down on FIFA to leverage their products. From the smallest player to the big names, every brand wants a piece of the FIFA visibility pie. Participation in FIFA related events, quizzes and contests becomes an irresistible prospect for all FIFA fans, there's so much on offer! They are great at leveraging everything about the event, everything that is happening in and around football.
Long before the FIFA 2010 edition made its debut on 11th of June, many big brands had already started to formulate their brand promotions based on it. It's an event that comes only once in four years, an event which celebrates the joy of world's favourite sport. Beginning with Coke, the longest standing partner of FIFA since 1974, Coke incorporated the FIFA theme into its global brand communication. 'Coke Opens Happiness' was blended with the finest and happiest celebration moments from the world cup.
It engaged the audience in its campaign through the "Celebrating the Goal" contest. The company didn't stop at promoting itself but it also persuaded a call to action. Here in this contest Coke gave football fans chance to win FIFA Match tickets. The contest was about displaying your celebration style for a goal scored by you. Simplicity of the contest got this campaign extremely high recognition and hoards of people took part in it.
Another big brand to canvas FIFA theme in its promotion was Sony Ericsson. The Japanese-Swedish company in collaboration with Cherrypicks developed an interactive football theme based game wherein the players had to hit the ball with their head and advance to further level. The winners of the header game won exciting FIFA goodies.
Both the companies gained extensive exposure on conventional as well as digital media. The campaigns ranged from online applications to contests on Facebook, Twitter and Orkut etc. in addition to regular communication.
With all the international brands charging in, how could an Indian brand with International standards lag behind? So GoJiyo also jumped on the band wagon. They've constructed a giant Jabulani with head phones inside the virtual world for all the FIFA fans in GoJiyo. The football has been made clickable; a click lets users listen to the official FIFA Album. This should be an interesting experience for all the Shakira fans; the virtual world also claims that you can dance to the tunes of waka waka right inside the virtual world. A new concept - let's see how it is received by the users.
From the international brands to Indian brands, FIFA has been a theme of utmost interest. And each one has incorporated this into their marketing strategy and brand communications to the fullest. Brands spare no expense to capitalize on this "Fifaism". The competition heats up with all brands harping on the FIFA mantra and attracting more and more consumers.
Is this what they call "THE FIFA FEVER? - 2361
posted by Marcondes Allen at 12:40 AM
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