Although Ireland didn’t make it to this years World Cup (damn you Denmark), the excitement around the tournament is building to fever pitch with just over a month to go until kick off. Like any other major sporting event, brands are keen to get in on the action using the platform to amplify their own products and services.
Fighting through the advertising noise, we’ve also seen brands shift from traditional sports marketing methods to a more creative integrated approach, incorporating digital and social elements – enabling themselves to a wider audience.
In light of this summer’s tournament, here are some World Cup themed campaigns that scored highly with us.
Coca Cola – Virtual Reality Trophy Tour Plane
In 2006 Coca Cola took the original FIFA World Cup Trophy and flew it around the world for it’s first ever World Cup Trophy Tour. Since then, the tour has become an iconic part of the brands FIFA campaigns. For this years strategy Coca Cola added a virtual reality element, transporting consumers and fully immersing them in the World Cup experience. Once fans land on the brands site, they can navigate around the Coca Cola virtual reality Trophy Tour Plane directly from their laptop or mobile device. The VR experience offers users an up-close and personal view of the plane, World Cup history, social streams, and tournament music. Social content is constantly updated via the Trophy Tour’s social media channels. Fans are also encouraged to share their snaps with the trophy using the #readyfor and #trophytour hashtags for a chance to be featured on the Coca Cola’s social feeds.
Copa90 – Snapchat Discovery
Football media brand, Copa90 have teamed up with Snapchat to bring youth oriented content to followers across the globe during this years World Cup. Understanding modern football fans are consuming football content and having conversations away from traditional platforms, the campaign aims to engage with fans through a digital first-person storytelling approach. Beginning June 2nd, the brand aims to deliver 45 pieces of daily content in English, French, Arabic, German and Spanish on the social media platform. ‘Copa Creators’ will be at the tournament streaming in real-time, in what is set to be, the most digitally watched World Cup to date.
Telemundo and Panini – Augmented Reality App
Spanish broadcaster, Telemundo and Panini America are giving fans an augmented reality experience for all things World Cup this summer. The AR content lives in the Telemundo mobile app and is brought to life through Facebook Messengers camera effects tool. From the menu fans can choose to activate 10 second Augmented Reality videos that highlight throwbacks on previous World Cups, as well as features on this year’s tournament. Users can also add branded facial lenses and filters, capturing shareable moments to post on social media.
Hyundai – World Football Heritage
Official partners of the World Cup, Hyundai are running a fan focused social contest to discover FIFA World Cup heritages and global cheering cultures. Football fans are encouraged to submit their cheering images/videos online using #myfootballheritage hashtag, or via Hyundai website. To promote the campaign, the brand leveraged legendary football players including Thierry Henry, Lukas Podolski and Cafu in viral videos which celebrates their national teams. Fans have until May 18th to submit their countries football cheers – entries with the most votes will win a once in a lifetime trip to the Russia World Cup. The winning cheers will also be exhibited at Hyundai Motor studio Moscow throughout the tournament.
BUDWEISER – LIGHT UP THE FIFA WORLD CUP
Kicking off their World Cup campaign this week, Budweiser is offering consumers the ultimate FIFA fan guide and experience through their ‘Bud Bot’ chatbot. Navigating from Facebook messenger, the ‘Bud Bot’ can talk to consumers and help them find their nearest bar, order beer to their home and take part in exclusive World Cup quizzes. Additionally, fans can vote for their man of the match during each game, adding a real-time interactive experience. The brand also released its commercial for the campaign, which sees a swarm of Budweiser drones deliver beer to thirsty fans across the globe. The drones are likely to tie into experiential activation’s at the World Cup – watch this space.