In our weekly round-up series of the week’s best social media campaigns we present a 2014 World Cup special, looking at what the official FIFA partners are doing in the anticipation of the event that begins on Thursday 12th June. These include Adidas, Coca-Cola, Emirates, Sony, Visa, Kia Motors and Hyundai.
Adidas – #allin or nothing?
Adidas have sponsored The World Cup since 1970 and with competitors such as Nike hot on their trail with a new campaign Adidas has had to up their game.
The sporting brand recently revealed their #allin or nothing campaign, which has received some criticism. For the obvious fact that fans are given the chance to choose whether they’re in or nothing, nothing leading to…nothing. However the brand have retaliated saying it’s quantity over quality. True fans of football and true fans of Adidas.
Their campaign ad features some of the hottest football stars of the moment including Dani Alves, Bastian Schweinsteiger, Luis Suarez, Xavi, Jordi Alba, Mesut Ozil, Robin van Persie and David Villa. Not to mention Fernando Meirelles, the maker of critically acclaimed ‘City of God’ directed the ad, while the backing track also features an unreleased single by Kanye West, God Level. The rapper signed a deal with Adidas back in 2013 after he fell out with Nike.
The ad can be found on YouTube where fans are asked to select either ‘All’ or ‘Nothing’ once the ad has finished. By selecting ‘All’, fans are then redirected to a site that allows them to connect either by twitter or email for the chance to win exclusive prizes. The site follows on to take fans to their football page on the Adidas website where you can view their World Cup products.
The #allin or nothing hashtag campaign has been running for a while with blogs, interviews and artwork including the football stars holding what looks like a heart: “How far will you go? I will give my heart for my country.”
Due to the destination of The World Cup the time zone will be favourable to America resulting in high investment into its American fans by sending NBA players to The World Cup just to create a ‘social buzz’ online.
Coca-Cola – One World, One Game
This year Coke have launched their biggest marketing campaign ever for The 2014 World Cup.
Coke is the largest partner of The World Cup and has been carrying a beacon, touring the globe in making a number of short documentaries of how football can bring communities, countries and the world together.
Their film series ‘Where Will Happiness Strike Next’ captures The Trophy Tour while the ‘One World, One Game’ digital film focuses on four teams from different parts of the world and how they overcame difficulties through football. The moving film explores the reasons behind why they play football, which follows on to them receiving an invitation to The World Cup, leaving their homes and entering The Maracana Stadium in Rio de Janeiro.
Along with the documentaries Coke have implemented a number of other activities including the official World Cup song and the chance to win a Coca Cola football. The Trophy Tour see’s The World Cup trophy tour the world so everyone can participate in the excitement.
Emirates – #AllTimeGreats
Along with the FIFA 2014 World Cup emblem on the side of its planes the airline have launched a new campaign with the hashtag #AllTimeGreats. The campaign emphasises the football legends that have come and gone throughout history and how everyone has their own hero
The airlines global ambassador is Brazilian great, Pele, while back in April they also announced that Cristiano Ronaldo is its newest global ambassador. Both stars feature in their new video after partnering with Microsoft. The film features both stars on an Emirates flight and how everyone has a different hero.
The film will show across Microsoft services including Windows, MSN, Xbox and Skype.
Emirates Senior Vice President of Advertising, Christopher Galanton said:
“For this digital campaign, we were looking at reaching as many customers across as many platforms as possible. We chose Microsoft as one of our partners for this campaign because of the multiple touch points they were able to offer.”
Sony – One Stadium
Sony’s One Stadium has involved a number of activities including its One Stadium Live, an online forum and hub for everything World Cup.
Its team will be up around the clock providing news, gathering Tweets and statistics on all 32 teams and its players. The online forum not only gathers information but also brings people from around the world together by grouping similar topics found on different social media channels, allowing fans to interact globally.
This accompanies their One Stadium campaign, which promotes a ‘stadium without boarders’. The meaning behind it being it doesn’t matter where you are in the world or whether you’re at the game or not, everyone is a part of the atmosphere. The campaign promotes this by emphasising Sony’s many products that the game can be watched and explored on, with the release of its 4K TV “Finally, a TV that shows every blade of grass”.
Other activities have included fan challenges such as Supersong where songwriters can submit their World Cup song for the chance for it to be sang by Ricky Martin and featured on the official 2014 Brazil World Cup Album.
Visa – #Bolt11
Visa have enlisted sportsman Usain Bolt in its World Cup campaign.
The TV ad see’s the star training at his home ground in Jamaica before catching sight of a football game on TV and flying to Brazil (purchasing everything with his Visa card of course), where he attempts to take centre stage and morph into a football player.
The idea behind the ad is that you can ‘flow’ as easily to Brazil for The World Cup as Bolt did by contactless payment. The concept is backed up by heavy social media promotion, giving fans the chance to attend The World Cup in a number of retweet competitions.
Still in the first stage of its campaign the latest is asking fans to join Bolt’s football team by Tweeting what type of fan they are with the hashtag #Bolt11.
Visa’s campaign promotes the easiness and speed of contactless payment throughout, describing Bolt as ‘the fastest football fan’ and adding a counter on its campaign website for every contactless payment made.
Kia Motors and Hyundai – #KiaWorldCup & Pin my Fan Park
The two car manufactures have strategically extended their partnership up until the 2022 World Cup after many successful sponsorship involvements together.
Hyundai-Kia have implemented a number of individual marketing activities.
Kia have released a TV advertisement that see’s the machines used to build and test cars, design a stadium and players. Whilst also partnering with The Make a Wish Foundation in making one boy’s dream come true with an invite to The World Cup.
Kia continues to promote over social media with the hashtag #KiaWorldCup
Hyundai are asking fans to upload their World Cup moments with ‘Pin my Fan Park’ – A user-generated campaign where people can upload messages, photos and videos celebrating the event, whilst also making their own football playlist.