Three Brands That Won At The World Cup . Adidas Ok, so Nike may have won the battle for views on YouTube. In fact, Nike’s “Winner Stays” earned over 86 million views, while adidas’ “Messi’s Dream” racked up close to 36 million. But there was no denying the adidas brand presence at the World Cup. And the idea of “all in or nothing” served to be the right sentiment – especially when it came to the elimination rounds. What was even more clever was that Adidas was the only brand to turn the stadium signage into a conversation. In fact, towards the end of each half or the end of a match, Adidas posted their more urgent “orange” stadium signage that said, “now or never.” This line always reflected the intensity of the moment for the player, the teams and the fans. And because it was so relevant in such a conspicuous part of the field, it conveyed Adidas’ football expertise. No small feat considering how stringent FIFA can be when it comes to “animating” stadium signage. Adidas also performed a master-stoke with a smartphone camera case that featured their famous Three Stripes. Lukas Podolski flashed it in a post-match selfie with teammate Bastien Schweinsteiger. Of course, the last and arguably most powerful place Adidas won was with team sponsorship. Both their home country champion, Germany, as well as Argentina proudly wore the Three Stripes. VW The National team and adidas weren’t the only Germans who scored big during World Cup. VW did some winning stuff, too. Sure, they did the obligatory football-themed TV spot featuring an announcer commenting on the new Golf GTI’s athletic performance on the road. But what was more impressive and smart was their real-time “Goooolf Celebration” initiative. After each team scored, VW launched a charming digital banner featuring a Golf GTI kitted-out in the team’s colors streaking across a digital pitch to celebrate the “Gooooooal.” It also didn’t hurt that Das Auto comes from the same part of the world as Das Championship Team. McDonald’s It’s not immediately intuitive to think World Cup and McDonald’s. But the Golden Arches turned the sports spectacle into a golden opportunity. McDonald’s won in three areas: on the field, online and at the restaurant. On the field, before every single match, McDonald’s Player Escort program was in full swing as players walked on the field hand-in-hand with a kid all suited up in gold and red branded kit. This year there was a nod to Ronald McDonald House charities as the kids wore red and white striped socks. Great awareness. Online, McDonald’s scored with two pieces of content. Their charming “Trick-shot” film was a web-pleaser with over 6 million views. In addition, McDonald’s created some tasty web-snacking with their fun and timely French fry re-creations of plays from the different matches. At the store level, McDonald’s rolled out FIFA-inspired packaging that featured 12 different designs from different artists. Even a fun little Augmented Reality app let you join in on the football-trick-shot fun. Summing It Up Football is a difficult pitch – in every sense of the word. First, brands need to find a way to be relevant. For Adidas, it’s seamless. But give VW credit for connecting the language of the game, “Goooooal” with the name of their product, “Gooooolf.” And give McDonald’s a nod for connecting the joy of the game with the joy that’s baked into their brand. Source: Forbes.
Posted on: Wed, 16 Jul 2014 05:55:25 +0000
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