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/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Subroto_Geed-Vishal_Maheshwari.jpg?itok=s-rLjZLV
McDowell's soda brings Viu's Daggubati show on Gemini TV

MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No.1 Luxury Soda by United Spirits Limited – a Diageo Group Company is now bringing alive such friendships of well-known...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Untitled-1.jpg?itok=t1NTJ2FS
Viacom18 working with MCGM to instal art-inspired mobile toilets

MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/tubelight.jpg?itok=JCsfNalw
UC News to promote ‘Tubelight’, partners SK Films

UC News, a part of Alibaba Mobile Business Group, with over 100 million monthly active users in India and Indonesia, has partnered with SK Films to promote the most awaited movie of the year - Tubelight.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Roda%20Mehta.jpg?itok=qX60_49A
AAAI honours senior media planner Roda Mehta

MUMBAI: The Advertising Agencies Association of India (AAAI) has announced that the recipient of this year’s AAAI Lifetime Achievement Award is Roda Mehta. AAAI Award is the highest honour given to an individual in India for his/her outstanding contribution to the Advertising Industry. The AAAI...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Vaibhav-Odhekar.jpg?itok=uTHBo16N
Ad platform POKKT appoints Wahab as VP

MUMBAI: POKKT, India’s & SEA’s leading smartphone advertising platform for mobile games, has announced the appointment of Abdul Wahab as Vice President, Global Delivery Head. Abdul will be responsible for timely delivery of campaigns, optimizing cost, maintain KPIs towards the goals targeted,...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Myntra-%20Novi.jpg?itok=yrsvyXpI
Myntra launches digital campaign with customer

MUMBAI: Myntra has launched a three-minute video, featuring a customer for the first time. Data driven insights indicate that she has been one of the most consistent shoppers on the platform, especially during EORS (End of Reason Sale) – Myntra’s flagship biannual sale, from the north-east region...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Haresh_Nayak-OOHZONE.jpg?itok=aNE3huzC
Posterscope India launches OOHZONE

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/AkashBanerji.jpg?itok=tQ9cR-PH
We aim at building a parent-approved, kids' favourite brand, says Voot's Akash Banerji

MUMBAI: Viacom18’s VOOT is all set roll out a hi-decibel campaign for its kids content segment – Voot Kids. The campaign will have two TVCs in three languages -- Hindi, Kannada and Marathi, depicting six situations.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories