2014 World Cup Brand Watch: Puma's shoe flap? Fan hubs tout social Live
PUMA evoPOWER and evoSPEED Tricks Football Boots | Limited World Cup 2014 Edition
by PUMA via YouTube
This World Cup Brand Watch looks at a possible shoe flap with Puma's boots and extensive social media fan engagement platforms from Sony and Visa.
Puma’s mismatched limited edition World Cup 2014 soccer shoes -- right is pink, left is blue -- as part of its Tricks line keep building buzz. The shoes are part of Puma’s "The Nature of Believing” campaign, which “places the power of belief right at the heart of themselves, and not only to strive to stand out on the pitch, they want to stand out forever and make history,” according to a company news release.
The campaign, which uses the #startbelieving hashtag, invites website visitors to celebrate Falcao’s boot, by signing into its football club community site and to see fans’ content, which it also calls celebrations. The limited edition 2014 World Cup shoes launched May 14 and cost $185-$200.
Puma is spending more on marketing overall, but has a major promotional push planned after the World Cup, according to Ad Age. Saving their push after the World Cup certainly stands out among other heavyweight competitors such as Nike and Adidas.
The mismatched shoes are attracting new sorts of attention. Slate suggested the shoes are cursed because most players wearing them “have tripped over" themselves: Italy’s Mario Balotelli, Spain’s Cesc Fabregas and a handful of others are out (along with their teams). There’s potential for the so-called curse to be “newsjacked” -- in a sense -- using the #startbelieving hashtag, if Puma chose that route.
The social media back channel around the World Cup is undoubtedly a valuable real-time resource for brands. As of this writing, 2014 FIFA World Cup Brazil activity map shows 4,910 tweets per minute and more than 26 million total Twitter mentions.
Interactive digital stadium hub
Sony "One Stadium"
by TheLondonEgotist via YouTube
Sony is curating social media content around the World Cup with its hub called One Stadium Live. It allows visitors to get real-time stats for each team and player, join curated conversations by language from Twitter, Facebook and Google+ and more. The campaign first launched at the end of 2013 with a film “One Stadium”, according to Activate. This is just one facet of Sony’s overall robust multiplatform and multimedia soccer community offerings.
Photos are no exception when it comes to attracting fans to view, engage with and share their own content around the World Cup. More than 236,000 photos were shared on Instagram in five days early on in match play and Facebook estimates 500 million of its 1.28 billion users are soccer fans, according to Offerpop data.
Visa’s selfie-style Teletransporter
Visa has launched several digital World Cup strategies to engage with fans. Most notable is its Teletransporter photo creator tool. It allows fans to upload their own head shot into 15 different soccer-related 15 photo templates of shots from the pitch, the stands and beyond.
ジダン、カンナバーロと一緒に自撮りしよう！ あなたの行きたいところへテレトランスポート。 http://t.co/uUeCUkERAT #WorldCup #brazil2014 #Teletransporter http://t.co/N0RZHyBS0e
Jun. 20, 2014
The big takeaway here is great content -- whether it’s a in-depth narrative around a story line or compelling fan photos, videos or tweets or Facebook posts -- is not only gaining the eyeballs of other fans, but brands paying close attention are also channeling it as part of their own loyalty and awareness World Cup strategies.
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