World Cup

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Was the World Cup a scoreless draw for Nike, Adidas & Puma?

As any fan of soccer – or communications – will attest to, the World Cup traditionally delivers memorable campaigns.

Nike often leads the way with epic adverts such as ‘The Secret Tournament’ (players battling in a cage on a disused tanker) or the immense ‘Write The Future’ (a ‘sliding doors’ ad which features Wayne Rooney living in a caravan). Both managed to balance deification and anticipation with a sense of humour.

What product marketers can learn from the World Cup VAR debate

You may have noticed: there’s a World Cup on.

In among the pile-ons, the theatrics and the crunching sound of humble pie being eaten by the naysayers of a World Cup being held in Russia, the hottest topic has been the introduction of a new technology. VAR. (Video assisted referees). If you’ve managed to avoid the subject see this handy link for an explanation.

In many ways, the VAR story at this World Cup encapsulates the myths and misunderstandings around how new technologies come to take their place in our lives.

10 great sports digital marketing campaigns

Sports marketers don’t always get it right. From ill-judged commercial stunts at live games, to betting companies with distasteful social media profiles, to exploitative pricing, there are many bad examples. However, more often, such great subject matter lends itself to great campaigns. Here are 10 of my favourites. 1. Google & the 2014 World Cup […]

Why internal links and hub pages are a major factor in SEO success

Here’s an example which highlights the importance of internal linking and the creation of hub pages. 

To demonstrate this, I’ll look at the Guardian and Mail Online’s SEO and internal linking strategy, and the marked contrast between the two.

We’re looking at publishers here, but the principles apply equally to any website. 

In the run up to the tournament, most major news sites created World Cup hub pages for the term, which is likely to be the most popular of 2014.

These hub pages gathered the World Cup content in one place, and should be the most useful for people searching on a generic term.

Ideally, publishers would want these pages to achieve a consistently high ranking over time for the term, allowing them to direct users to other areas of the site. 

10 most shared ads of 2014, so far

Now seems an appropriate time to see which ads have generated the most amount of shares so far in 2014, what with it being past the half-way mark now. 

In not all that unsurprising news, four of the ads are related to the World Cup, although it will be interesting to see whether any of these make it to the end of year list due to their short shelf life. After all, only one video remains in the top 10 after the Super Bowl in February.

It’s also notable to point out that of the World Cup videos, only one of them is from an actual sponsor. In fact 71% of online shares for World Cup ads have come from non-sponsors.

Here’s the top 10, which is as varied as it is impossible to predict. Thank you to Unruly for the numbers.

14 of the best branded Instagram videos of June 2014

Here are some of the finest branded Instagram videos from June 2014. 

Taking in everything from pink unicorns, child-spinning heartwarmers and World Cup related fever.

It’s a cavalcade of mini-epics, tiny spectacles and other maddening oxymorons that I won’t apologise for. Enjoy…

71% of online shares for World Cup ads have come from non-sponsors: infographic

There’s a lesson to be learnt here for brands both major and not so major…

Don’t give up if you haven’t grabbed an official slice of the World Cup bolo de cenoura. Apparently it doesn’t matter.

There’s plenty of opportunity to nutmeg the larger players and win plenty of reach and audience share with just a little extra creativity and cunning.

According to Unruly, despite official sponsors creating almost twice as many ads, commercials by brands not affiliated with the FIFA tournament have so far attracted 8.9m shares across social media sites.

Videos from official sponsors, who paid between £8m to £120m to have their names associated with the World Cup, have managed 3.6m shares.

Here are some more stats from the study showing the further dominance of the non-sponsors.

15 internet treats to indelibly imprint onto your brain for better or worse

I’ll do you a deal, I won’t mention the World Cup at all until the very end.

That way you can either skip down there straight away, or stop reading after the third mention of Game of Thrones.

Grab a snack, make a tea, pop on your headphones and put your shirt back on because it’s not dress-down Friday – here’s the round-up:

11 wonderful World Cup 2014 stats & infographics

Today is the best day of the past four years, for it signals the beginning of the World Cup.

This obviously means that my inbox is overflowing with football-related stats, reports and surveys as brands and marketers seek to jump on FIFA’s bandwagon.

And in a shameless attempt to get myself on that same wagon trail, I’ve decided to round up all those press releases in one giant World Cup stats bonanza.

So here it is folks, feast your eyes on 950 words of World Cup goodness.

And for more of the same, download the Econsultancy Internet Statistics Compendium

Why Brazil-bound brands should be wary of cultural mistakes

It’s been well over a decade since the acronym BRICS was introduced into the marketing lexicon.  

While steps from foreign brands entering these markets have been largely tentative to date, the World Cup means the eyes and curiosity of the marketing world are now firmly rising to the B of the BRICS, Brazil.

Brazilian culture and consumer spending power (not to mention football) can be beguiling, but brands trying to capitalise on the event need to be wary of succumbing to the dreaded FOMO: fear of missing out.