#2014WorldCup Brand Watch: How Hyundai Is Engaging Fans, Vodafone Greece's Shows Some Love and the Most Fashionable Footballs Ever Live
By Renee Sylvestre-Williams
Brands involved in the World Cup are using social media to connect with their fans but how are they doing? Let’s take a look at what’s been happening with some of them:
Hyundai is one of the sponsors of the World Cup and their social media campaign revolves around their Fan Park.
World Cup fans can create their own moment -- you decide on your content, select your country to support, write a message, upload a photo, video or make a playlist and it’s pinned to the interactive map of the world. There are 188,400 pins thus far.
That’s the site, but how about their social media presence? Hyundai has ensured that their World Cup sponsorship run through all their platforms. Their Facebook page (3.3 million likes) blends moments from the World Cup with photos of their cars and directs the fans back to the Fan Park.
This also applies to their Twitter account and YouTube channel that captures the fans' love of the game.
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A strong interactive element (top pins of the week) means fans will be coming back to create more pins, play the Octopus prediction game and send more photos of them watching their teams. The entire campaign is brash and bold, not subtle like Volkswagen. The branding is also more blatant than Volkswagen - you can’t miss the logo as it’s everywhere.
Vodafone is the Golden Sponsor of the Greek football team and they let you know it by the pictures all over the Vodafone business website and the Vodaphone Greek World Cup website.
As part of their sponsorship, Vodafone created an offline experience for Greek fans. As they say on their site:
All Greeks are proud of this football team and share its dreams, hopes, anticipation and passion! We are altogether in this, one team!
This was all in the lead-up to the World Cup. Vodafone organized football matches in the four major Greek cities. Fans formed five-a-side teams and competed to win the grand prize of a trip to Brazil to see a game featuring their team.
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Where Vodafone Greece is doing really well is on their Instagram. Unlike Hugo Boss, who didn't capitalize on their opportunity to showcase the well-dressed German team, Vodafone Greece has given its account to coverage of the Greek team.
Overall, Vodafone Greece isn't doing anything groundbreaking. That could be because it's a team sponsor and the spend is much less than a Hyundai or an Adidas. How it succeeds is by involving itself in the love of the team and providing a place for fans to show their love.
Fashion Footballs and Adidas
If you want fashion to take notice of football, then design some designer footballs. Thirty-one of the world's biggest designers, including Dolce and Gabbana who dressed the Italian team, designed footballs. Of course, these aren't ordinary footballs as Marie Claire UK revealed, but very well-dressed footballs.
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Marie Claire UK reports that the designs were part of a project called Make Kids Happy and is organized by Adidas (one of the chief sponsors of the World Cup) and LUISAVIAROMA, a luxury shopping site. The balls started to be auctioned off this week (June 16) with the money going to the Gol de Letra Foundation, which was founded by two footballers, Raí and Leonardo. This is a smart blend of fashion, charity and football, incorporating aspirational elements (the balls) with a major sponsor (adidas) and reaching a different audience (fashion).Related links: