marketing

World Cup Ambushed!

I don’t know if you have noticed but the World Cup has been occupying most of the television the last few weeks, im not complaining, football on TV every day is how it should be, since coming home and watching nothing but football for the past few weeks something stood out for me…sponsors.

Now take a minute and think of brands you have seen over the World Cup, name 3 or 4? Bet there not the official sponsors, this is ambush marketing at its finest.

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Before I explain, Nike are the masters of this technique! Paddy power are too!

Ambush marketing is a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee which in this case would be extortionate.

I studied this at University where consumers are drawn to brands that don’t pay the extraordinary fees others do to get brand awareness; it’s a technique not many can truely master!

Going back to my question, brands I think of from the World Cup are; Fosters, Nike, and Beats by Dre, now none of these are actual sponsors of the World Cup!

The actual sponsors are: Coca- Cola, adidas, Budweiser, Sony, Visa, McDonalds, Kia, Emirates, Continental to name a few.

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So what does the research say?

The research project involved the business asking members of its real-time panels in the UK, US and Brazil to identify sponsors. Respondents were asked to pick official World Cup sponsors from a list of 38 brands, both official sponsors and their non-sponsor rivals.

Two-fifths (38%) of UK, US and Brazilian consumers mistakenly think MasterCard is a World Cup sponsor, with rival credit card brands Visa scoring just 4% higher recognition at 42%, according to research from GlobalWebIndex.

Other brands not officially linked to the tournament but which scored high recognition as “sponsors”, included Carlsberg in the UK. Budweiser is the official World Cup beer sponsor.

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Non-sponsor Pepsi, which has been running football-themed advertising, scored the highest awareness as a World Cup “sponsor” among US consumers. Nike, which  launched a humorous five-minute animated epic, was selected as a sponsor by nearly a third of UK and US consumers.

Meanwhile, a fifth of UK consumers also thought that Samsung is a FIFA sponsor.

MasterCard has not sponsored the World Cup since 2006, when it discontinued its 16-year association with the tournament.

On a more positive note for those brands forking out millions of pounds on sponsorship of the Brazil World Cup, Coca-Cola, a sponsor since 1978, and Adidas, a sponsor since 1970, gained the highest recognition as World Cup commercial partners.Fabregas-Pepsi-pepsi-2251258-1024-768

Coke’s association proved the most resonant for consumers, with two-thirds of UK and US consumers selecting the brand.

So what draws you to the brands that actually don’t sponsor the World Cup, the bright yellow Nike football boots? Neymar appearing on every other advert there is? The catchy adverts showing beach volley ball, funny cartoons or social media ‘buzz’?

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For me all of the above, for example Nike, they put themselves IN the game, the extremely high visible boots that everyone seems to be wearing, they have managed to integrate themselves within the World Cup, like they did in past Olympic games and other sporting events. The Nike logo visible or not becomes irrelevant when people associate the bright yellow colour to Nike football boots. That combined with their perfectly placed adverts places their products at the forefront of peoples minds!

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So yes, I think ambush marketing definitely works, why would clever brands pay so much to be official sponsors when they can still get awareness and recognition just the same? On the other hand it can also back fire, association to certain brands/services etc can give you a bad image, damage your reputation and of course really p*** off those who fork out millions to sponsor the event!

What are your thoughts on ambush marketing? Do you think it works, do you even agree, I’d love to know!

On your bike Coca Cola!

Hurrah! Finally something marketing related. Firstly apologies if you dont like marketing, it’s mostly golf, actually.. all golf, so as a one off i thought id chat about something different.

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Coca-Cola is renowned for its innovative marketing, and like so many others I am usually a big fan! They are creative, fun and most of all grab peoples attention.

One of there more successful campaigns was the  ‘2ndLives’ initiative where empty Coke bottles gets repurposed into new, useful objects, or creating a “Bio Cooler”, which is essentially a fridge that functions without electricity.

However, this latest campaign by the soft drink brand seems more of an irony instead.

So it’s called ‘Happy Cycle’, and I’m just a little confused. Individuals were invited to ride a bike and work off their calories in exchange for a can of Coke. Hmmmmm. Seems a little silly doesn’t it? Burn off calories to be rewarded with something sugary and full of calories?

At the beginning of the video (see below), the brand poses a question, “A Coke used to cost 5 cents. But what if a 12-oz Coke cost 140 calories?” This is subsequently followed up with the information that it would take you 23 minutes to burn off 140 calories if you weighed 140 pounds.

This inevitably forces the limelight on the fact that you probably shouldn’t be drinking Coca-Cola in the first place, which surely lends support to detractors of the brand.

Are they really trying to jump on the healthy band wagon?

For me that seems like too much hard work for one can of coke? And if I was to exercise I wouldn’t want to ruin the hard work by refuelling with the sugary drink? Now I’m partial to a bottle every now and then, especially in summer, and I can see where they are trying to go with this campaign… but still.coca-cola-life

This will definitely be part of their new initiatives, and something we will most probably be seeing more of due to their new launch of Coca-Cola Life, the first new cola drink it has rolled out into the UK market in eight years. The company said the new drink would help meet its pledges made under the UK government’s voluntary anti-obesity drive. It’s said to use ‘less sugar and have fewer calories’ experts still say it will have over 4 teaspoons of sugar… but that’s another story.

Commenters have also noted the irony and confusion of the newly-launched campaign.

One Youtuber wrote: “Poor Coca Cola. I love them as a company but all this video tells me is that it takes far too much time and work to make it worth it to enjoy a Coke when I could just have flavoured water or something much less sugary than 140 calories.”

Yet another user commented: “This ad actually shows exactly why I don’t want to drink a Coke. 23 minutes biking to cancel out a can of Coke? Lol.”

What’s your take on Coke’s ‘Happy Cycle’?

Check out the video here:

 

Inspiring- Journey To Better Srixon Golf

As you probably know, I am a BIG fan of this campaign. Short, sweet and simple!

I like what they have done with their previous videos, you have G-Mac, calm collected, you get an insight in to the tactical side of the game. Then Keegan Bradley, a look toward the youth of the game, how athletic the game is becoming and how you have to adapt to evolve as a golfer, and Castano, a true family man, not just doing it for himself but for his family too!

Next is JB Holmes with quite a story behind him, truely inspirational

See it here!

Keegan Bradley Journey to Better!

Now G-Mac’s video last week got me inspired, Srixons new campaign Journey To Better looks like its going to be a cracker!

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With the next one ‘Episode 2’ featuring Keegan Bradley, a young, rising star AND Major champion on the PGA Tour, expectations of the young American are definitely high. Watch the video below as he takes us through his Journey To Better.

For the first episode of Srixons Journey to Better check out my other post here!

More to follow from us!

Firstly I would like to thank everyone of you for taking the time out and reading this blog, even to those taht dont particualrly like it, it means a lot and I hope you guys are enjoying them so far.

I started this blog to mainly talk about golf and thats still the case, however we will mix it up a bit with ramblings about day to day stuff that pops into my mind and also some other sport stuff.

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What to expect;

A look back to my trip to Augusta last year, and where to play if you are travelling a couple of days before the tournament.

Course rants from my outings, course reviews, and my progress to get into single figures!

The trials and tribulations of Manchester United, apologies if you do not follow football, or in many cases arent a united fan, either way im sure you will love me ranting about their struggles.

And of course the occassional bet that never comes in :-/

As a marketeer myself, I will occassionally post some stuff about that, not boring old stuff but some good stuff thats worth a read.

If you have any ideas, questions etc, comment below, you can also share the blog if you are feeling especially kind, Thanks again for reading, whether your interested or not, thanks for taking the time out to read my useless mind thoughts.

You can also follow me on twitter @shaun_lloyd4

Thanks again,

Shaun

5 yards longer than last week…

Taylormade’s marketing is incredible, their campaigns are equally entertaining and creative, i recently did an article regarding Nike and their campigns and i’ve been seeing and hearing a lot about the new SLDR so thought i best touch on the subject.

Now i love Taylormade, i play the R9 TP so in a way my argument is already void because its almost certain their new clubs would help me hit it a little longer. BUT maybe its me being naive or something but every 5 minutes they release a new club which was 10/20 yards longer than the last?? Soon the guys on Tour, will be hitting drives for miles.. Literally.

I dont know, id love to hear peoples reactions, has it really made an improvement on your old driver? Maybe it has, like i say its probably just me being naive, but i remember playing a couple of rounds with the R11 and my R9 out performed that, yes maybe because i was more used to it, i dont know i just cant pull myself away from my beloved R9.

What does get me thinking for an upgrade is the fact that every taylormade staffer seems to be playing the SLDR, literally EVERYONE! Thats either a very clever piece of marketing right there or it is that damn good that everyone wants it in their bag.

After recently upgrading my irons, my 3 wood is next in the firing line (taylormade superfast) which is exceptional in my opinion but i feel its time for a change, i picked up the new covert 2.0 the other day and it felt so good, it has to be purchased, im a little more reluctant on the driver front but  maybe next year its time to go shopping for the big stick.

Whats your thoughts on the new Taylormade gear, any gear actually, have you recently bought a new driver? Let me know!

Marketing as it should be: Nike ‘Play in the Now’

As well as being a golf fanatic, I love marketing, the things it can do, the power it has, there is no limit no right or wrong answer, something’s work, others don’t, but I find it fascinating.

With technology changing in the golf industry almost every season, marketing is at the very forefront of golf with Taylormade and Nike being the front runners of using this tool to broadcast their products.

Nike have had a lot of good/bad press for their introduction into golf, the way they ‘bought’ their way in. In some respects I agree, in others I don’t. Yes an endorsement such as Tigers turns a few heads, and now Rory, but why is that so wrong?

I for one don’t see a problem with this, they are innovative, precise, and yes game changers! Hence this article, it isn’t to rant on how Nike should or shouldn’t market their products, its about their new campaign “Play in the Now

This year, Nike Golf is continuing with their ad campaign of “Play in the Now,” where it pokes fun at players who fail to embrace the new technology available to them!

Nike’s line of equipment in 2014 is very impressive but at the centre of it all is their new Nike Covert 2.0 driver! Both Rory McIlory and Tiger Woods have it in their bag this season, and that’s saying something for Tiger because he usually takes a while to feel comfortable with an equipment change. Nike Golf teases players who can’t seem to grasp the concept of cavity back technology and the Covert 2.0!

I love the way they have marketed this to their consumers, it’s funny, its different, creative and its NOT  “this year we are 5 yards longer” (I play a Taylormade Driver ‘R9 TP and burner 3 wood’ so before anyone slates me I do like Taylormade, I just don’t like the way they do marketing.. If they would kindly like to offer me a job, I would love to help with this however…see contact details 😉 )

Take a look!