1. Tresor Paris
Fashion and Jewellery brand Tresor Paris created a new
campaign to mark the launch of their new watches. The campaign demonstrated the
watches through a football freestyle video to link in with the World cup. The
background music was The Games ‘Gentleman’s affair’ featuring Ne-Yo.
This video has been emailed to the database and shared via
Facebook, Twitter and YouTube to essentially target new customers who wish to
purchase the watches.
2. Volkswagen
Automotive retailer Volkswagen created a new campaign to
promote its Golf GTI. The campaign
demonstrated the car on a football pitch having just scored a goal with
‘goooooooooooooooooolf’ GTI as the audio and on screen text.
The video was shown on ESPN.com and Univision.com when a
goal is scored throughout the World cup.
To coincide with the teams that are playing, the golf colours will
change depending on what country has scored a goal.
3. Budweiser
The long-standing beer sponsor of the World Cup, Budweiser
revealed the ‘Rise as one’ global creative campaign, designed to inspire
football fans worldwide to celebrate.
The limited edition packaging will be introduced in 40
countries simultaneously as well as tailor-made exclusives sold in retailers.
The packaging also includes on pack consumer promotion
giving consumers the chance to go to Brazil’s world cup game in 2014 and other
methods such as scan to win.
4. Gillette
‘The best a man can get’ brand created a special Yellow and
green coloured razor to associate with Brazil for the world cup.
5. Havainas
Brazilian flip flop brand have designed limited edition flip
flops in the colour of participating flip flops with a bag and key ring.
So, what can we learn from these marketing campaigns?
It’s about creating moments that touch your customers and
being emotive in your approach to punch through the noise and disrupt your
customers. Get their attention.
During this specific worldwide event, it is about holding
onto your customer base and giving them what they want.
- Use psychology.
- Make relationships.
- Maintain focus.
- Grow geometrically.
