There’s no mistaking it, whether you like it or not, the football world cup has certainly effected our day to day lives. Even if you hate football, odds on this year in the run up to or during the tournament itself you will have been subject to its influence.
Whether it’s through adverts, sponsorship, social media, newspapers, magazines or just through word of mouth, here at EBS Marketing, we’d be gobsmacked if anyone in the UK didn’t know there was a world cup was going on.
But with the mass of promotional campaigns on-going – even with England well and truly out of the tournament – it’s quickly become tiresome. So with this in mind, we’re taking a look back at the best and worst marketing ploys of the 2014 Brazil world cup. From those involved with the event, and those just jumping on the band wagon.
Staple part of any major sport event, worldwide brand Nike have pulled out all the stops for the 2014 world cup. But where their animated feature ‘The Last Game’ may have fallen short, Nike’s ‘Winner Stays’ campaign has worked extremely well. Escalating from a small game of football between friends, to a blockbuster epic involving changing players, new boots and, well, the Hulk, Nike’s advert – over four minutes long in total – puts the excitement of the world cup into perspective.
Intent on being the main social focus of the 2014 world cup, Twitter have done everything in their power to make their services as reliable as possible. As well maintaining astronomical levels of online activity, Twitter have also made some changes to the website to accommodate social activity. Hashtags such as #ENG display the team flag are now in use, individual match activity can now be monitored, and Twitter’s #WorldCup campaign introduced a social hub which features results, up-coming matches, photos, tweets, play and team accounts and much more. Over 12 million tweets were sent during the opening game alone.
Clutching the most amount of straws possible, are the potato-crisp manufacturers, Doritos among the worst of the bunch. Taking the same stance as many other companies and organisations in the world cup, Doritos’ campaign featured content on a number of different formats, notably online, and via TV adverts. But where others succeeded in referring viewers from 10 second adverts to 4 minute online features, Doritos’ ‘Penalty Shootout’ campaign – featuring a plain faced Joe Hart – failed to turn heads.
Attempting to mix humour and football, Doritos’ ‘Penalty Shootout Final’ has been airing throughout tournament. But as the advert relates to early elements of their campaign, in which viewers could get involved, the main advert falls flat on its face. Sorry Joe.
One of the worst world cup marketing campaigns we witnessed this spring was from long-time advert strugglers Pringles. Still intent on pointing out that their crisps come in a tube, Pringles’ string of world cup ads depicted a non-descript, un-official shirt wearing, demographically sound group of football ‘lads’ predictably ignoring phone calls from wives and Pringle can drumming, which everyone does right? As well as this, Pringle’s campaign slogans were equally as unimaginative and off the mark. Who ever thought “You don’t just eat ‘em, you superstition ‘em” was a good idea shouldn’t be allowed to work in advertising ever again.
So there you have it, a short little snippet into some of the best and the worst advertising campaigns which were a part of the 2014 football world cup. Here’s to another four more years of waiting.
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