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World Cup Marketing: Big Brands Take Advantage of Big Audiences

by Jen Pearsall, 7/2/2010 2:35:33 PM | with 0 comments

A couple weeks ago, I wrote an article about how brands are leveraging the 2010 World Cup to build brand awareness and increase sales. One of the brands I predicted as succeeding was Nike and – per market research firm YouGov’s BrandIndex report, which measures the negative and positive “buzz” around a brand – I was right on the mark.

Per the recent report, Nike, Hyundai and ESPN are leading the way in terms of building positive brand perceptions during the World Cup. Nike is a particularly interesting case. Nike isn’t an official sponsor of the World Cup, yet the brand has still been able to leverage the event to build positive brand awareness. Much of the positive buzz has come from this advertisement, which has gotten significant air time recently. Per the analysis, Nike saw its “buzz” increase between 5 to 8 points in the three countries tested (the US, UK and Germany) during the first week of the tournament. Not too shabby in such a short time frame – especially in the US, where despite soccer’s smaller fan base, Nike saw the greatest increase in brand perception.

It will be interesting to see how “buzz” continues to grow – or decline – in the coming weeks, especially in the US given our recent ousting from the tournament. Without a team to cheer for, marketers will be closely watching to see if US audiences will continue to flock to the brands that have been attempting to reel them in over the last few weeks. Soccer doesn’t exactly have the same viewership numbers as American Football or baseball, but marketers are hoping to still score a goal – even without a US team to keep people at the edge of their seats.

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