"Unique Marketing" To Play The World Cup

07, 19, and after decades of fierce fighting, the 2010 World Cup in South Africa finally came to a close.

Businesses based on the world cup and marketing in various ways have begun to take stock of their gains.

During the world cup,

Marketing war

Compared to the team's competition, the marketing of the world cup is also tragic.

In order to maximize the possession of the "attention resources" of the world cup, businesses are showing a marketing killer.

Coca-Cola

Meanwhile, SONY, who is also a FIFA partner, has gained eyeballs through the 3D show in this world cup.

During the 2010 World Cup, SONY 3D technology produced and broadcast 25 games, so that "

With the identity of the only official designated auto sponsor, Hyundai not only provided the car to the organizing committee, but also planned the activities of the "best young players in the world", "KIA World Cup MSI website" and the "South African World Cup" theme contest with "modern peers".

Adidas, who has long been linked with FIFA, is sure to win the world cup marketing, not only sponsoring the team and providing the ball for competition, but also providing clothing supplies for competition officials, referees, volunteers and caddies, plus advertisements around the stadium, and ADI's LOGO in the world cup arena has achieved a comprehensive display from plane to three-dimensional.

The other world cup's older sponsor, McDonald's, lets the South African flavor of BBQ chicken wings permeate the globe.

During the world cup, McDonald's invited fans from all over the world to invite fans from around the world to decorate their new restaurants, FIFA's specially authorized "Hercules Cup" and football baby.

FIFA is known to have divided the sponsors of the world cup in South Africa into 3 categories: FIFA partners, 2010 World Cup sponsors and national supporters.

No matter which level they are in, businessmen have come up with the most competitive market strategy and enough "wasteful" funds to make the world cup a marketing battleground where they fight hand in hand and fight fiercely.

Huang Mingsheng, a well-known brand communication expert, points out that the reason why multinational corporations attach importance to event marketing is that the "attention economy" is more scarce under the social context of information ocean.

After a long period of accumulation, large tournaments have formed "inertia influence", which can accurately attract a large number of loyal audiences and incremental new audiences.

Therefore, large scale events will become the marketing platform and platform for multinational companies to achieve double leaps in marketing actual effect and brand upgrading.

Fight behind the scenes

On the battlefield of World Cup marketing, another force can never be ignored. This is the non sponsors of the world cup business opportunity marketing.

These enterprises are often strong competitors of genuine sponsors. Compared with the well meaning sponsors, they are not lack of marketing wisdom, and are not short of money. They seem to be more flexible in strategy and tactics.

In the 2010 World Cup in South Africa, although Nike did not receive the sponsorship status, it had the opportunity to ride in the world cup. Its sponsorship of the 9 teams of the top 32 teams was directly related to the number of 12 teams of Adidas.

And its star made globrand.com's advertising film "WritetheFuture" also attracted much attention, and its hits on the website surpassed Adidas's "Star Wars" commercials.

Nike's marketing strategy is considered to be a successful "hidden marketing".

Through the "Lele Le Le" by Coca-Cola, the fans enjoyed the original flavor of South Africa, while the other beverage giant Pepsi Cola was never willing to be a human.

Under Pepsi's plan, a special star team composed of Messi, Kaka, Henry, Drogba, Lampard and so on also on the African prairie, and the local aborigines opened the duel.

Of course, these stars drink Pepsi Cola.

Although this is only an advertisement for Pepsi, it has caught the eyes of many young fans instantly by showing stars, passion and African grasslands.

The world cup marketing in the automotive industry is all over the place.

Although Hyundai Motor enjoys the sole official sponsorship of the organizing committee, it does not prevent Chery, Geely and Dongfeng Nissan from hitting the world cup thematic "ambush war".

Through careful marketing strategy, they build a bridge of communication between fans and fans, and graft their fans' attention on the world cup to their own products.

Accurate positioning determines success or failure.

Relying on personalized marketing strategy to achieve effective docking and communication with target customers, and accurately convey the brand image has become an obvious feature of the 2010 World Cup marketing in South Africa.

During the world cup, Coca-Cola is full of cheerful feeling, "Le Le Ge", Pepsi Cola's passionate stars and music, Adidas's sense of movement, modern car "car plus soccer" experience, and McDonald's "South African chicken wings" and "Hercules Cup", all of which are innovative marketing with accurate positioning, and every enterprise has formulated a series of elaborate marketing plans to fully excavate the commercial value of the world cup in the way of "combined boxing", and the precision marketing effect is highlighted.

It is noteworthy that around the 2010 World Cup, the Chinese billboards of Castrol, Budweiser, Harbin beer and China Yingli gathered the eyes of fans all over the world.

As the official sponsor of the 2010 World Cup in South Africa, the target group of these enterprises is undoubtedly the Chinese fans: for Chinese audiences, the advertisements in these far South African and overwhelming English advertisements have unique impact and affinity.

For Castrol and Budweiser, the Chinese market is very important in the global strategy, so their non global brand network often focuses on the participation and attention of Chinese fans.

Although the emergence of Harbin and Yingli has aroused controversy, at least from the number of tens of millions of fans watching China, the two companies have gained unprecedented attention through the world cup, but it is an indisputable fact.

It is reported that in addition to advertising, these enterprises have launched a series of promotional activities for the Chinese fans in the theme of World Cup, which has been greatly sought after by fans.

Nowadays, enterprises