MAM

Soccer WC sponsors recover from ambush marketing

MUMBAI: Last month, Nielsen had reported that Nike ‘ambushed‘ its way into the World Cup conversation by producing a popular soccer-themed ad that spread virally across the online community.


The company‘s efforts in the days and weeks leading up to the World Cup pushed its competitor and official tournament partner Adidas into the background of online conversations.
 
Since the start of the opening kickoff, though, Adidas has reasserted itself at the top of World Cup brand dialogue. When looking at the top 10 official sponsors and their major competitors, a follow-up study by NM Incite, a Nielsen McKinsey Company, found that in the first two weeks of the tournament Adidas overtook Nike as the top brand. Adidas buzz accounted for 25.1 per cent share of World Cup buzz online compared to 14.4 per cent before the event. Nike, meanwhile, dropped from 30.2 per cent to 19.4 per cent.


Part of Adidas‘ increased buzz levels were due to discussions around the controversial official ball of the World Cup - the Jabulani. For the week ending 13 June, which included the first three days of the tournament, the ball accounted for eight per cent of all English-language messages related to the World Cup.


Nielsen executive VP of digital strategy Pete Blackshaw says, "Half the game in buzz is fanning the flames. The Adidas football Facebook page, for instance, is now up to over a million fans and they are dropping new content several times a day, all while the average post is generating upwards of 100 comments. At the end of the day, brands need to keep the buzz ball in the air as long as possible - sponsored or otherwise."
 
Budweiser, too, overcame a pre-tournament ambush from Carlsberg to assert itself as the most highly buzzed beer brand tied to the World Cup. Buzz share for the official beer of the World Cup climbed to 4.9 per cent as it overtook Carlsberg, whose share fell to 2.4 per cent.


Other official sponsors who enjoyed a noticeable increase in World Cup buzz included Hyundai/Kia (from 2.4 to 4.7 per cent) and McDonald‘s (2.8 to 4.2 per cent). The overall share of buzz for the 10 official World Cup partners/sponsors increased from 52 to 66 per cent since the start of the tournament.
 
Blackshaw says, "Sponsorship still matters, but it‘s far from a ‘conversational‘ guarantee. For big events like the World Cup and Olympics, you can always expect a modest ‘echo effect‘ from any level of paid or sponsorship investment, but that‘s just the foot in the door. The rest really depends on variables like timing, creativity, controversy, and a combination of brand readiness and agility."


The NM Incite follow-up study compared the share of online buzz between World Cup sponsors and their major competitors in relation to the World Cup in the run up to the event (month-long period ending June 6th) and during the first two weeks of the tournament (11th -25th June). English language World Cup-related messages on blogs, message boards, groups, video and image sites - including Flickr, YouTube, Facebook, and Twitter - were monitored for the study.


Highest share of online World Cup buzz in first two weeks

























































RankBrandTypePercentage share of official and competitor buzz
1AdidasFifa Partner25.1
2NikeNon-affiliated Competitor19.4
3Coca Cola Fifa Partner11
4SonyFifa Partner9.8
5BudweiserFifa Partner4.9
6Hyundai/KiaFifa Partner4.7
7VisaFifa World Cup Sponsor4.7
8McDonald‘sFifa World Cup Sponsor4.2
9PepsiNon-affiliated Competitor2.8
10CarlsbergNon-affiliated Competitor2.4

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Vinay_Singhal-Amit_Gupta.jpg?itok=310KaVnH
WittyFeed brings Httpool on board as sales partner

MUMBAI: Httpool has appointed WittyFeed as its partner to monetise the website’s display ad inventories and be its exclusive representative for India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/voda_0.jpg?itok=88Fe3vhg
Vodafone launches industry’s first end-to-end IoT solution

MUMBAI: The internet has come a long way from connecting only mobile phones and laptops to include smart homes, wearable technology, and smart cities. With the growing recognition for Internet of Things (IoT), the market for IoT in India is poised to reach $9 billion by 2020.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/delhi.jpg?itok=ts4wb1wL
Virat Kohli & Ola team up against Delhi air pollution

MUMBAI: With Delhi-NCR battling smog and heavy air pollution levels over the past week, Ola has kicked off the fourth leg of its year-long campaign, #FarakPadtaHai. The campaign was launched on 5 June, World Environment Day, to raise awareness about congestion and pollution issues and encourage the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/airtel%20800x800.jpg?itok=BjRBdZD9
Airtel & Karbonn launch affordable smartphones for aspiring India

MUMBAI: In order to strengthen its presence in the ongoing telecom battle, Bharti Airtel will launch two new Android-powered 4G smartphones in partnership with Karbonn Mobiles.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/cera%20800x800_1.jpg?itok=k5GA-lHT
CERA hands over full-service charge to Publicis India

MUMBAI: Publicis India has won a multi-agency pitch to handle the full-service responsibilities of CERA, the home solutions provider based out of Ahmedabad. It will be taken care of by its Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/mansoor-ali.jpg?itok=Am77kUB4
FCB Ulka to handle Hamdard creatives

MUMBAI: Hamdard Laboratories has assigned the creative mandate for its flagship brands to FCB Ulka following a multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/categoery%20800x800_0.jpg?itok=gvmdi6C_
Fair & Lovely assigns digital mandate to The Glitch

MUMBAI: HUL’s largest skincare brand Fair & Lovely has handed its digital mandate to The Glitch. The agency will manage its communication strategy, social media marketing and brand management across digital platforms. The account will be handled from Mumbai.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/15/BankBazaar%20800x800.jpg?itok=zotFfxm9
BankBazaar uses music to make you #GoPaperless

MUMBAI: Online financial marketplace, BankBazaar, has launched a #GoPaperless music video to encourage digital adoption for finance-related queries. Ditching the staid old set-up, the music video gives personal finance a fun twist and explains the advantages of paperless banking in an unexpected...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/15/Pantene.jpg?itok=ebEw0Ykt
Lilly Singh & Priyanka Chopra promote Pantene hair oil replacement

MUMBAI: The memory of our mothers chasing us to apply oil in our hair while we bounce around to escape it is a memory almost every Indian woman remembers. To solve this, Pantene has roped in YouTuber Lilly Singh and Priyanka Chopra.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories