Kicking Around Digital Ads at the World Cup

The 2014 World Cup is just around the corner, and there are some creative digital forums that sponsors and advertisers are beginning to launch.

The world’s largest sporting event kicks off in Brazil’s capital city of Sao Paulo on June 12, and runs through July 13.

One sponsor, Budweiser, has created a microsite to serve as a hub for a weeklong series of events and content. The ‘Rise as One’ platform assures that digital media takes center stage over traditional advertising.

“On top of TV and the more traditional [parts], digital is the lead component of this campaign,” Ricardo Marques, Budweiser’s global advertising director, told Adweek. “One of the things that we wanted to ensure was that we understood the specifics of each platform and made sure that we have content tailored to each platform.”

Adweek’s Lauren Johnson writes that during the games, Budweiser will use Twitter Cards to let fans vote for their favorite players, called the FIFA Man of the Match.

“The beer brand will then award a player after every match and will buy Promoted Tweets to drive traffic to the content. Promoted Posts will also be used on Facebook that direct consumers to the campaign’s microsite to vote,” explains Johnson. “As far as video, the campaign includes two Web series that Budweiser has created with Fox Sports and Vice. The Fox Sports content spans 80 countries for a global push, and the Vice video includes a six-part documentary series.”

Over at Coca-Cola, the company’s largest advertising campaign in its history comes to fruition at the 2014 games. A special logo for the World Cup has been designed by James Sommerville,  VP-global design. He first sketched out the ‘World’s Cup’ logo on a napkin in a restaurant. The logo will be the cornerstone of the campaign, which runs in 175 markets.  “We give the markets creative freedom, but actually they’re all working off the same ingredients,” says Sommerville.

While Budweiser and Coca-Cola are official World Cup sponsors, this tidbit just caught my eye. MarketingLand.com reports that Nike, Samsung, and Castrol are dominating the social video playing field. “That’s according to a report by video metrics firm Unruly, which ranked brands by the total number of shares their World Cup-targeted videos have received on Facebook, Twitter and blogs.”

Nike and Samsung are not sponsors, so it will be interesting to watch how their respective campaigns evolve.

Martin Beck explains on MarketingLand.com: “As of May 22 when the snapshot was taken, Nike led with 1.28 million, and Samsung (971,504) and Castrol (962,206) had just shy of a million. Fourth-place Coca-Cola was way back with 353,067.”

In addition to videos and promoted Tweets, other brands are including Google+ Hangouts and gaming in their media and marketing efforts.   We must not forget mobile.

Let the games begin!

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Tide’s Colorful Twitter Celebration of the NFL Draft Shines

Clean, crisp, and colorful.

That’s how I like to describe the creative and collaborative approach that Tide has taken in its sponsorship of the National Football League draft.

The recent draft in New York featured a beautifully orchestrated marketing campaign on Twitter that was fan and customer-centric.   

Pulling together all of the elements to make the campaign pop, Tide focused its theme on colors, and what they represent to fans, communities, teams, and players alike.

The detergent company, owned by Procter & Gamble, got buy-in from one player on each of the league’s 32 teams. According to a press release from Tide, designated players—dubbed ‘Tide Color Captains’—served as real-time photojournalists during the draft.

“I know from personal experience that our fans make our team better, get us pumped and give us that extra edge out on the football field,” said Drew Brees, quarterback for the New Orleans Saints. “There’s nothing better than pulling up to our stadium or running out of the tunnel and seeing that sea of black and gold. It’s something that every player loves. That’s why I’ve partnered with Tide, to show fans how much we appreciate their support and dedication.”

As fans and supporters proudly displayed their team colors, Tide brings us back to the clarity, vibrancy, and richness of celebrating (clean) colors and the big moments that make up big events.

Those following the draft and picks—and the Tide campaign—spent a good part of the evening on Twitter, engaging with @TideNFL and #ourcolors.

The multi-year sponsorship that Tide secured with the NFL in 2012 proves that when brands pluck themselves out of the marketing mix and allow the public to be front and center, there’s nothing better than building momentum organically.

A press release on NFLCommunications.com states: “Tide’s NFL sponsorship allows us to tap into the huge passion America has for the NFL and the emotion that more than 180 million fans have for their favorite teams,” says Sundar Raman, North America Fabric Care Marketing Director at P&G. “The NFL is the ultimate test for a laundry detergent and we’re proud that our brand is one the equipment managers trust to keep uniforms clean.”

Finally, I couldn’t resist ending this post with this observation: Looks like this marketing and advertising campaign has passed with flying colors.

 

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7 Twitter Tips Every Marketer Should Know

Twitter has been around since 2006 and many companies still struggle with how best to use the platform. When done well, twitter can be a powerful part of the integrated marketing mix.

Whether you’re new to Twitter, a veteran, or somewhere in between,  here are  some helpful Twitter tips.

Post a clear and concise bio and take advantage of opportunities to brand your Twitter Page 

Twitter allows you 160 characters to post a bio on your profile page. Humanize your bio.  Choose your keywords wisely and describe your product or service succinctly. Add a link to your website or any page you want your followers to click on to get more information out there about your brand. Take advantage of the new cover photo feature Twitter rolled out recently. Use the extra page real estate to promote a campaign or new product you offer. Much like the cover photo feature on your Facebook page, take the opportunity to use this space effectively to communicate more about yourself and your brand.

Offer value on your stream

If shameless self promotion is your only strategy, you’re doing it wrong. Sharing information about your brand and services is important and sharing posts about your campaigns and events is important; however, sharing information relevant to your audience is most important. Take the opportunity to build your thought leadership within your community. Share information that will help your community grow and learn new things about your industry or business. If people like/value your tweets, they will suggest you to their friends. Take note that 69% of follows on Twitter are suggested by friends.

Be present and proactive 

It’s interesting to note the latest Twitter statistics state 56% of customer tweets to companies are being ignored. Engagement and relationships built with customers are key to acquiring loyal followers. Watch your @replies and make sure you reply to questions and inquiries made by your followers. Joining in conversations will also allow you to better know what your customers need. It is good practice to be have a consistent presence to build your base, not only when you have a campaign running. Relationships are not created overnight. Be patient and stay at it.

There are now more searches performed on Twitter  each month than Yahoo and Bing combined ( 24 billion on Twitter, 4.1 billion on Bing and 9.4 billion on Yahoo.) If your competitor is present on Twitter and you are not, you are missing out on a huge opportunity.

Make use of hashtags 

The hashtag on Twitter is a tool where in keywords in messages can be categorized and searchable. Including the # symbol before a relevant keyword or phrase in a tweet makes that word a search term and will bring up a Twitter search page for that term when clicked. Create your own hashtag or follow hashtags to access relevant and real time search information. When creating your hashtags, make sure you don’t over do it. Choose one or two keywords in every tweet and make sure it is relevant to what you are tweeting about. If you want to know more about hashtags and how to use then effectively, check out this article from Mashable. Hashtags are also a great way to monitor your tweet stream to see who is talking about your brand and monitor mentions related to your product or service.

Take advantage of photos and videos in your Tweets 

Twitter recently rolled out a feature  where users will see better search results that highlight visual experiences. Search results now include photos and videos shared on Twitter. Take the opportunity to share your stories via photos and videos. When someone searches for an event or a hashtag, users will now see a grid of the most relevant media above the stream of tweets.  With more people tweeting on the go, users can also see media embedded in search results on smartphones phones and mobile devices. Photos and article summaries automatically show previews offering a tree top view of what’s happening at the moment.

Participate in Twitter Chats 

Twitter chats are a great way to get more exposure on Twitter, find great people to follow and encourage people to follow you. Oneof my favs is  #MMchat for marketers on Monday at 8P EST for  marketers and advertising pros who are interested in all things social media.  If you want to create your own Twitter chat, check out tweetchat.com to find out how to go about creating your own chat or get a list of other chats to follow. If you have the budget, why not sponsor a Twitter chat that is relevant to your brand and take the opportunity to connect with people in your industry.

Add a Twitter button to your website 

According to MediaBistro  there are about 500 million registered users on Twitter and 50% of active users say they follow companies and brands on social networks. 79% of active users will recommend brands to their followers and 67% say they will buy from brands they follow. Make it easy for people to share your brand story with their friends by adding a Twitter button to your site. This will make it easy for people to share your content with their networks. Don’t forget to add a “follow” button to make it easy for people to follow you. Twitter offers several free widgets  you can use on your website or blog.

Twitter is a powerful social media tool you can use to compliment your marketing campaign. Knowing how to utilize this social networking platform will help you gain insights about your customers, what’s trending and what is being said about your brand. I hope these tips will help you take advantage of Twitter for engaging and building your community. Are you using Twitter as part of your advertising and promotional strategy? I invite you to share your experiences here. We’d love to hear your thoughts.

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