The World Cup of Soccer, Super Bowl, World Series, Stanley Cup, etc., are obviously seen by the Big Marketers as major influencers for their brand and brand image and they invest millions in capturing the attention of these audiences each time the events come around. But the secret is just not gaining the eyeballs of this important audience, the secret is capturing the attention of those eyeballs through effective campaigns. Here is Networked Insiders analysis of the 2014 World Cup Advertisers and their changing brand awareness from the campaigns run during the events.
Note: The Page Group believes strongly that every campaign must have activation that is measurable and effective so start by knowing your audience then crafting and building tools that target specific reaction or action from your target audience. Get them to activate a behavior you are tracking and then measure the results to see how affective it has been. Your dollars will be well spent if you follow this strategy.
While Germany secured a definitive victory on Sunday, determining who “won” the World Cup from a brand perspetive isn’t immediately clear. Yet a preliminary analysis from Networked Insights reveals that Budweiser dominated in terms of online engagement.
The “Man of the Match” campaign helped increase Budweiser’s brand awareness conversation among World Cup fans by over 1,000%. Other beverage brands like Coke trailed, with an increase in engagement hovering around 50%.
In the sports apparel category, sponsor adidas initially followed Nike, but managed a spectacular comeback. A 120% jump in brand awareness conversations for adidas resulted.
For more details on Budweiser, adidas and other brands who won the World Cup, see the full report