#WorldCup Daily Brand Watch: Nike vs. Adidas, an Ad Report Card and why Mexico's win matters to marketers Live

By Renee Sylvestre-Williams

The 2014 FIFA World Cup is here! Group stage play is underway, but the big question on marketers’ minds is: How should we leverage this to improve our brand(s)? 

For some, it’s a no-brainer. Nike’s new soccer ad has earned 76 million views ...

Nike Football: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta & more
by Nike Football via YouTube

... much more than Adidas, the official sponsor, whose own ad has seen just over 4.2 million views.

I am brazuca. Match ball of the 2014 FIFA World Cup™ -- adidas Football
by adidas Football via YouTube

For Nike, this makes sense because Nike has always been able to tap into why fans love sports and they’ve been able to sign some of the best football players in the world. This also represents the opening salvos in a pitched battle between the two sporting behemoths -- one that, thus far, Nike is winning handily.

Winning the Social Battle

Part of any brand's real-time marketing strategy should be interacting via social media with  fans. Hyundai and ESPN's hashtag #BecauseFutbol provides an ongoing, entertaining and emotional feed of fans who tweet their love for their teams. Who doesn't love a father watching the game with his baby?

How An Influential Marketers Rates the World Cup Ads

An international competition means international ads. Today, marketer Rohit Bhargava took a look at the latest crop of World Cup ads and broke it down to best and worst. 

His choices: 

Best Creative Idea: Beats. He says the video, which runs for five minutes, tells a full story of how the players prepare for the game. He calls the ad inspirational and a smart use of relevant product integration.

Beats by Dre | The Game Before The Game
by Beats by Dre via YouTube

Best Guerrilla Marketing: Nike (of course -- see the ad toward the top of this article). 

Worst Guerrilla Marketing: Pepsi. Bhargava said he found the interactive elements in the ad not very good or even that creative.

Now Is What You Make It - Pepsi 2014 #FutbolNow
by Pepsi via YouTube

Visualization and Marketing

Everyone has their favorite team but the big question is, who to support? The team at FiveThirtyEight did a breakdown of the teams and created a great series of visualizations that calculate each country’s chance at the tournament.

They used ESPN’s Soccer Power Index that combines game and player-based ratings to “estimate a team's overall skill level.” 

Why is this important for marketers? For those who want to do some real-time marketing, paying attention to such data can prepare you for possible outcomes, and help you think about how your brand will enter into the global conversation.

For example, Mexico's chances of advancing out of their group just increased from 39% to 59% (thanks to their win over Cameroon). If you need some more data, Yahoo and the New York Times have also created their own calculations. Plus it gives non-football fans some points for discussion in the pub. 

Talking to Those Who Don’t Watch the World Cup

Speaking of those who don’t watch the World Cup, savvy marketers have an opportunity for the next two weeks. Football will be everywhere and it’s the perfect time for brands to reach out, connect with people who aren’t interested in the game and build awareness.

by stephen.zorio

Voxburner surveyed 1,059 16-24 year olds in the UK and found that “found that those not watching the World Cup will be going shopping (67%), going to the cinema (57%), traveling abroad (45%), visiting museums or places of interest in the UK (40%) or going to a concert or gig (36%) – with part of this being to avoid the World Cup frenzy.”

The vice chairman at Oglivy & Mather UK says there are some negatives for the brands that get involved in the World Cup and ignore people who aren’t interested. 

People think: you’re clearly not talking to me. You can quite understand why no-one wants to be left out, that’s a perfectly natural urge. But at some point a shrewd brand that appeals to people that don’t like sport could make a feature of this and turn it to their advantage.

How to Chat With Other Fans During the 2014 World Cup

Like playing a football match, watching the 2014 World Cup is best done in a group. But what to do when you're stuck at work during a game? Go online and chat with other fans of course. Click on the links to get comprehensive live coverage from ScribbleLive clients like ESPNCNNFusionReutersSport1dpa, Main-PostSky SportsLa StampaCadena SERSnack MediaMediehuset Nettavisen ASThe Independent and much more. Check back throughout the World Cup as we highlight the best live 2014 World Cup coverage.


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