Savvy
marketers: the unofficial winners of this summer's World Cup
Contribution deadline: Now to end
Confirmed readership for this story so far:
116,100
Abstract: While major consumer brands
like Sony, Adidas, Coca-Cola, Emirates and Hyundai have all forked
out millions for the marketing privileges that come with official
World Cup association, the most creative marketing mavericks in B2B are
getting one past the FIFA goalie this year with some really lateral
thinking.
In a tactical game where bringing
previously ubiquitous wording like "South Africa", "2010", "soccer"
or even "football" together for a marcomms campaign now runs the real risk of a red card from the
FIFA officials, creative comms managers are using some fancy footwork to avoid a sending off. If you're one of them then we'd like to hear
from you.
In the works now, our "unofficial"
World Cup winners campaign seeks comments and examples of the
really inventive marketing promotions that are beating the big boys
at their own game. How's the campaign going, what's the
customer reaction, did you consider the risks (and if you did,
was it worth it) and how much business
benefit are you getting from the pitch?
