The 2014 FIFA World Cup starts on June 12 and the Brazilian event is highly anticipated by football fans and businesses. It's a lucrative time, and as a sporting arena football is renowned for its excesses: many top players can earn in excess of £100,000 a week. Conversely, Brazil is a nation of extremes; the wealthy live alongside those in extreme poverty. As a result, the arrival of some of the world's highest paid sports stars hasn't been well received by the public. The whole world is watching, and with several protests already duly noted by the world's media, there will be a lot of tension.
This creates an extremely difficult marketing challenge, but business must go on. Football’s governing body FIFA (Fédération Internationale de Football Association) has listed its official partners/sponsors. Unsurprisingly, there are many global brands involved, including Coca Cola, Emirates, Adidas, Sony, VISA, McDonald’s, and Budweiser. The challenge has been to create a campaign sympathetic to the plight of the underprivileged, whilst promoting themselves to a vast audience. This is how three have gone about the tumultuous situation.
Marketing Alongside Controversy
Whilst it's a provocative subject, for the brands involved it’s an occasion to flex their marketing might. FIFA has clarified their commercial strategy; following on from the 2006 World Cup, the brands involved have been split into a “three-tier sponsorship structure”. This consists of FIFA Partners (tier one), FIFA World Cup Sponsors (tier two), and National Sponsors (tier three). FIFA states, “The six FIFA Partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup™.”
The six top tier partnerts are Coca Cola, Emirates, Adidas, Hyundai, Sony, and VISA. The second tier sponsors are Budweiser, Castrol, Continental, Johnson&Johnson, McDonald’s, Moy Park, oi, and YINGLI. The following three studies are of Coca Cola, McDonald's, and Sony, and showcase how three major brands have approached marketing for a remarkable occasion.
Coca Cola
At the South African World Cup in 2010, Coke went all out, reportedly spending $300 million on their numerous campaigns. In the 2014 build up they've been very active; particular emphasis has been placed on campaigns for charity and global unity. They're aiming to achieve mass success with a mixture of self-promotion and customer participation. There is a charity campaign which states, “Enjoy An Ice-Cold Coke And Score Big For A School Near You” – this means each coca cola purchase will provide a “soccer” ball to a school of the individual’s choice. “Give. Score. Celebrate.” is the slogan.
They enthused about the campaign on their Brasil 2014 webpage, stating, "Coca-Cola is issuing a universal invitation to the 2014 FIFA World Cup through its largest-ever marketing campaign, launching today with the release of a series of authentic, documentary-style films championing the power of football to bring people together." This approach is furthered by another of their global marketing efforts, the brand's World Cup theme song "The World Is Ours". The official version is sung by Brazilian born American David Correy (of X-Factor fame), and has been reworked into 32 languages (reaching the Top 10 in 40 different music charts). The versions are performed by musicians from the respective nations.
As Coke have noted, their combined marketing efforts make up the largest campaign they've ever done, with 85 percent of its 207 global markets covered. For now it would appear they have made an indelible impact.
McDonald’s
McDonald's tend to be prevalent at major sporting events, despite often courting controversy. At the London Olympics in 2012 they commandeered entire sections of the Olympic premises so only their chips could be sold. In 2014 they can't enjoy such a luxury, but to their credit they have received praise for one of their recent campaigns.
As is often the case for the beleaguered fast food giant, McDonald’s has endured an odd few weeks. Following the announcement of a new Happy Meal mascot on May 19th (the character is called “Happy”), social media users reacted with contempt. Some described Happy as “terrifying” and “nightmarish”, whilst others simply reacted with a mixture of profanity and derision. Again, to the credit of McDonald's marketing team, they reacted playfully. A subsequent Tweet displayed several Happy mascots worriedly reacting to the outpouring of online scorn.
In comparison their World Cup endeavours have been running smoothly, with a Brazil Burger launched in time for the event. The McBrazil is joined by the McSpain, McGermany, McItaly, McArgentina, and you'll likely know where this is headed.
Much more interesting is their “GOL!” advert, which has received praise from the media and public alike. As McDonald’s state, “In honor of the FIFA World Cup, we've searched the globe for the most talented trick shot heroes. And now you can show us what you've got. Go to gol.mcd.com or search McDonald's GOL! in the Google Play or App Store.” Under the influence of the slogan, “Get the fries. Get the app. Play for glory!”, the public are encouraged to use trick shots via the app, using their advert as inspiration. Time will tell if their food and technology prove to be successful.
Sony
Sony Corporation have been promoting their latest electronic goods in line with the World Cup. This includes adverts for “FIFA Official 4K TV”, made by Sony's brand Bravia. The television promises exceptional sound and visual quality - prices vary between $2,000 and $3,000 for differing models. To push the technology they have offered numerous incentives for purchase, such as competitions (as seen in the promotional image above), as well as offers for a 1 in 5 chance to win a PlayStation 4 following purchase of a Bravia.
Aside from their financial and technology goals, Sony have approached the poverty issues in Brazil. Through an initiative called “Dream Goal 2014”, the Japanese company are openly challenging the difficulties facing modern Brazil. As Sony explain, “We have prepared two projects that support not only the youth of host country Brazil but also youth and communities all over the world that are facing social development issues, both of which allow anybody anywhere in the world to take part via the Internet. We hope you will take part.”
One of the projects is Paint Stadium, a global illustration contest anyone can enter. Sony’s message is, “Send Brazilian children a message of support with your illustrations! Peace! Hope! Love! Smile!” As seen with Coca Cola, there is an attempt to build up some support for the underprivileged in Brazil. “Would you like to join a program that helps solve social issues through football? A prefabricated stadium with your design will be presented to children in Brazi.” The “Siyakhona Photo Contest” is another, which encourages photo sharing of the event across the world, enabling "youths to discuss social issues through photography."
It's all very intriguing, but the true test for Brazil's World Cup may arrive in the opening few days. There will be protests, and a nation will make its voice heard. No amount of well-structured advertising could halt a social movement.
Be sure to also read Which Company’s Ad Campaign Is Winning the 2014 World Cup?
