football


The 2014 FIFA World Cup came to a close two nights ago, with Germany beating Argentina 1-0 in a tense final to win their 4th World Cup trophy. The World Cup is the world’s most watched and talked about sporting event, and the past month has also been an online advertising festival with several global brands getting in on the action. Brands rooted for their countries, and some simply saw the tournament as the perfect opportunity to advertise, with digital campaigns scheduled to coincide with matches.

Several brands got their carefully crafted social media campaigns spot on, while others missed the mark by a mile…or ten.

delta tweet

 

 

Who can forget this tweet by KLM which got them a lot of flak from Mexican fans who claimed that it was racist?

KLM

As David Iwanow explains, there is a clear difference between stereotyping and racism. It may have rubbed a lot of people the wrong way, but apart from the fact that KLM’s social media team had to sift through thousands of insults in order to see and respond to actual tweets by their customers, I don’t see any major reason why they had to delete the tweet. But that’s just me.

Advertisers have spent millions of dollars/pounds to market their brands and products during the World Cup, as online conversations and reactions among fans take place in real time. According to Campaign Live, UK brands spent “in the region of £500,000 each around the event, with the largest campaigns pushing £1 million” during the World Cup. It has proved to be more effective than traditional advertising in terms of getting more eyeballs viewing the brand message at the same time as they’re watching football on TV. Real-time advertising at work.

A number of German brands celebrated Die Mannschaft’s win in creative ways, and I’m pretty sure that several non-German brands also did the same after the final whistle. Here are some of my favourite celebration tweets by German brands.

Audi 3Audi 2CaptureAdidas

Bayer

Bosch

Hugo Boss

Merc

SAPsiemens

VW

DHL

Red Bull

I must give an honourable mention to Listerine (yes I know it’s not a German brand) and Brazuca (the official Adidas football).

Listerine 2

Brazuca

Here are a few others. Which are some of your favourites?

I look forward to local brands spending more on creative social media campaigns during such events. Currently what I see online where two brands engage each other is often two social media managers at an ad agency sitting two desks away and having a poke at each other using the corporate accounts. It’s a start, though.

What’s on my Playlist?

Jojo – Take Me Home

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RE: 2010 World Cup List of Rules

1. From 11th June to 11th July 2010, you should read the sports section of the newspapers so that you are aware of what is going on regarding the World Cup, and that way you will be able to join in the conversations. If you fail to do this, then you will be looked at in a bad way, or you will be totally ignored. DO NOT complain about not receiving any attention.

2. During the World Cup, the television is mine, at all times, without any exceptions. If you even take a glimpse of the remote control, you will lose it (your eye).

3. If you have to pass by in front of the TV during a game, I don’t mind, as long as you do it crawling on the floor and without distracting me.

4. During the games I will be blind, deaf and mute, unless I require a refill of my drink or something to eat. You are out of your mind if you expect me to listen to you, open the door, answer the telephone, or pick up the baby that just fell from the second floor…it won’t happen.

5. It would be a good idea for you to keep a few gallons of juices in the fridge at all times, as well as plenty of things to nibble on, and please do not make any funny faces to my friends when they come over to watch the games. In return, you will be allowed to use the TV between 12am and 6am, unless they replay a good game that I missed during the day.

6. Please, please, please!! If you see me upset because one of my teams is losing, DO NOT say “get over it, it’s only a game”, or “don’t worry, they’ll win next time”. If you say these things, you will only make me angrier and I will love you less. Remember, you will never ever know more about football than me and your so-called “words of encouragement” will only lead to a thorough beating, a break up or divorce.

7. You are welcome to sit with me to watch one game and you can talk to me during half-time but only when the commercials are on, and only if the half-time score is pleasing me. In addition, please note I am saying ONE game, hence do not use the World Cup as a nice cheesy excuse to “spend quality time together”.

8. The replays of the goals are very important. I don’t care if I have seen them or I haven’t seen them, I want to see them again. Many times!

9. Tell your friends NOT to have any babies, or any other child related parties or gatherings that require my attendance because:
a) I will not go,
b) I will not go, and
c) I will not go.

10. But, if a friend of mine invites us to his house on a Sunday to watch a game, we will be there in a flash.

11. The daily World Cup highlights show on TV every night is just as important as the games themselves. Do not even think about saying “but you have already seen this…why don’t you change the channel to something we can all watch??”, the reply will be: “Refer to Rule #2 of this list”.

12. And finally, please save your expressions such as “Thank God the World Cup is only every 4 years”. I am immune to these words, because after this comes the Premier League, the Champions League, Italian League, Spanish League, KPL etc.

13. Rules are meant to be kept, not broken. This applies to these rules.

Thank you for your co-operation.

Best Regards,
Men of the World

(Post recycled from here)