The World Cup is upon us. And while America hasn’t quite caught footie fever like the rest of the planet, it’s hard to argue how exciting it is to see friends and foes from around the globe engaging in fair play for the good of the game.
These are moments that make most marketers salivate. Yet this year’s World Cup kicked off with a slew of lesser-known brands filling some – not even all – sponsorship positions. The age-old concept of “brand transference” has given even the biggest advertisers cold tootsies. In fact, sponsorship revenue is down 16%, with many pointing a finger at tensions with Russia and the 2015 FIFA official corruption scandal.
The good news for you is that we here at Brokaw won’t be blathering on about the politics of it all. Let’s kick back and look at three brands that still have a foot in the game and are having fun while they do it.
GEICO: Check out how these guys are keeping their message contextually relevant while poking fun at a soccer gesture that knows no cultural bounds.
The Economist: This media brand is trolling Russia to (hopefully) draw new readers, capitalizing on live scores to push the limits with comments on global issues.
Budweiser: Despite controversy around the strength of Snapchat’s age filters, Bud is going all out with a multi-touchpoint presence within the platform including the first ever ‘sound activated’ AR lens.
So now that you’re all wised up on World Cup advertising, let’s wrap this one with a little pop quiz.
The vuvuzela is to South Africa as ___________ is to Russia.
Got it? No?!? The answer is “lozhkas!” (aka “victory spoons”) Yes. A traditional folk instrument that involves the clanking about of wooden utensils. It seems, though, that not even the Russians are ready to let the honk of the vuvuzela go…
Happy Spoon Clanking!
-Your Friends at Brokaw.