Every four years, the World Cup commands the attention of essentially anyone with television or internet access, and offers an opportunity for marketers to remind millions about their brand or launch a new product to the masses.
2018’s World Cup of Digital Marketing has provided more of the same great production quality, storytelling and positioning of players as stars that we’re used to. These three very different campaigns caught our attention.
Adidas – Create the Answer
The three-striped brand’s marketing has focused on the themes of creativity and togetherness in recent years.
Their 2018 World Cup advert calls on a star-studded cast of sponsored pop culture icons and footballers. A total of 56 ‘creators’ feature in the advert, including former players David Beckham and Zinedine Zidane, who are key figures in Adidas folklore. Current stars such as Paul Pogba, Mohamed Salah and Lionel Messi also feature.
Casting players alongside artists like Pharrell Williams and Stormzy positions sport as a creative industry and reinforces their message that football is more than a game, but an opportunity to “flip the script”, “rewrite the rules” and “prove that creativity is the answer.”
Copa90 + Snapchat
Copa90 and Snapchat’s daily stories offer a live insight into the World Cup for subscribers who couldn’t make it to Russia for the tournament. A great example of how user-generated content can be the most engaging, this campaign sees Copa90 utilise their fan base by nominating Snapchat correspondents, who report on their first-person experiences.
Snapchat has 187 million daily users globally, and sells ad space for brands to appear on the ‘Stories’ section of Copa90’s account during the competition.
Domino’s Pizza – Staying at home
Domino’s called on former footballer Jimmy Bullard to help crown their pizzas as “the official food of not going to international football tournaments” with a series of tongue-in-cheek clips.
Bullard, who currently co-hosts Sky One’s Soccer AM, never played for England. Domino’s draw from the disappointment of professional players who never had the opportunity to represent their country, as Bullard goes about his ‘normal’ life’ obsessing over football whilst hoovering, mending fences and playing table football.
The VCCP campaign is delivered in partnership with LADbible and Sport Bible, who increase its reach through YouTube, Twitter, Facebook and Instagram. Thus far the campaign has generated over 8 million views, and 75,000 comments.
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