The most comprehensive inventory! This year's most practical World Cup marketing and viewing guide!

After reading so much World Cup marketing information , do you also have this confusion : I understand the principles, but still don’t know where to start in combining World Cup marketing .

Today's guide will help you solve your doubts.

Sports marketing and entertainment marketing are actually very similar. In the era of universal entertainment, the key to marketing is to cleverly find the "combination point" .

This "point" is the "high point" of the public, which is the "germinating" content that may become popular and attract attention. They conform to the psychology and emotions of the public and are the fuse that can easily "incite" the public .

So, where is the “point” of the World Cup? How should brands play? Without further ado, let’s get straight to the point:

According to a survey by iResearch Consulting , industries such as sports and fitness, 3C digital new technology, food and beverage, home appliances, cleaning products, and German cars are naturally popular with "football fans". The audiences of these industries are most consistent with the fan groups, and these industries also need to be more prepared and look for the "bright spots" in the World Cup.

❖Sports and Fitness❖

Do: Exercise politely

Mobilize fan participation and launch gift-giving activities related to World Cup sports activities.

Example: Post football-related poses and win gifts.

⚑ Recommended to watch : The iconic celebrations of the stars in this World Cup.

❖ 3C digital new technology, home appliances ❖

Good: Build momentum

Vatti’s grand “full refund” poster has sparked a wave of heated discussions online. Hisense, vivo and other first-tier brands have spent heavily on sponsorship, but they cannot afford these high-profile marketing campaigns. How can small and medium-sized brands get a piece of the pie from the popularity of the World Cup?

Let’s change our thinking. What is the easiest thing to arouse the emotions of fans? Guess the ball! How many goals were scored and who won the game are the topics that fans care about most and are ideal topics for creating hype.

Example: The whole nation is celebrating and paying attention to the World Cup goals.

The ×th goal will give you × products. You will have a chance to win product rewards by participating in the event.

⚑ Recommended to watch: matches of popular teams, such as the "Double Spain Showdown", matches featuring popular stars such as Messi, Ronaldo, Neymar, etc.

❖Food & Beverage❖

Good: Promotion

As food and beverage products are in high demand when watching football matches, the World Cup is undoubtedly a good time for promotion. Start from the product's functional points and topic points, and carry out promotional activities in conjunction with interactive topics.

example:

➀ Functional point: Food’s own functional point x World Cup.

Such as: energy replenishment, delicious without gaining weight, artifact for staying up late, best partner for watching football, correct way to watch football, etc.

➁ Topic point: Catering brands may wish to get rid of the monotonous "World Cup Drinks" and try the following activities:

● Crayfish: Crayfish, the most popular food on the Internet that represented the Chinese team in the World Cup, is naturally very popular. Various interactive topics can be discussed around crayfish: crayfish peeling competition, various ways to eat crayfish, teaching foreigners how to eat crayfish, etc.

● Russian cuisine: The host country, Russia, a “fighting nation”, is also a “net celebrity nation”. We can design food with Russian characteristics to allow consumers to “pretend to be on the scene”.

❖German cars❖

Do: Take advantage of the situation

Why must it be a German car? The survey shows that nearly half of football fans prefer German cars over other national car brands.

Therefore, German car brands need to pay attention to the performance of German teams and launch posters to leverage the momentum to increase brand favorability.

⚑ Recommended to watch: Germany team highlights.

Can you successfully defend your title and get five stars?

Can Muller break the World Cup goal record?

The performances of popular stars such as Ozil, Mario Gomez and Neuer.

❖Care Products❖

Suitable for: Masculinity

Data shows that male fans have a strong demand for daily chemicals and basic skin care products , and skin care brands can use this to engage in UGC topic interactions.

Example: What kind of man are you?

Every man has a pick team in his heart, that is your masculinity, speak out your masculinity and draw prizes from the winning fans.

⚑ Recommended to watch: Possible hot matchups: Germany vs. Brazil, World Cup rivals Argentina vs. Germany, etc.

The World Cup is held every four years, and fans watch the skills and the game, but most of the "fake fans" and spectators don't care too much about how a game is played. They love the lively atmosphere of the World Cup more .

So even if your brand "seems" to have nothing to do with the World Cup, you can still take advantage of the popularity and play the "emotional card."

❖Memory Killer❖

Suitable: Sensational

The World Cup, held every four years, is bound to bring back memories. Statistics show that more than half of fans consider the World Cup to be a memory of their youth. The brand approached the game from the perspective of watching the competition and initiated interactions on youth-related topics.

example:

1. Story:

● Is the person who watched the World Cup with you that summer four years ago still by your side?

● What are your unforgettable memories of the World Cup?

● Which star player got you into the game?

● Four years ago VS four years later, show your changes

● What memorable things have you done to pick a star player/team for yourself?

● In those years, I watched the football games to chase my idol...

2. Summary:

● The hairstyles of the football stars I’ve followed over the years: for example, Beckham’s “Mohawk” and Ronaldo’s “Alfred”.

● Paying tribute to the World Cup “veterans”: For example, Spanish veteran Iniesta said in an interview a few days ago that this would be his last World Cup.

⚑ Recommended to pay attention to : The performance of veterans in the World Cup.

❖Getting on the Internet Celebrity ❖

Good: Follow the trend of "chrysanthemum"

The power of internet celebrities to spread information is strong and is obvious to all. The emergence of a hot topic will quickly trigger a carnival across the entire network. The sudden popularity of Wang Ju is the best proof of this.

So keep an eye on the internet celebrity teams and internet celebrity stars that may appear in this World Cup, and be ready to make an effort at any time to increase the popularity.

example:

➀Dark Horse Team ——Iceland

When it comes to Iceland, there is only one word: "burning"!

The Icelandic team, which became famous all over the world for its "Viking War Cry", made it all the way from the European Cup to the World Cup. This small country with a population of only 300,000 people has attracted the attention of people all over the world.

This year, the team made it to the World Cup for the first time and finished first in the group in the qualifiers. How far can this dark horse team go in the World Cup ? Regardless of the outcome, this "Internet celebrity" team will undoubtedly be the focus.

➁ Popular teams

● Can Germany successfully defend its title?

● After four years of hard work and perseverance, can Brazil avenge its previous defeat?

● Can Argentina, which was just one step away from the championship in the last World Cup, make it to the end?

● Can Spain, which suffered a "Waterloo" in the last World Cup by failing to qualify from the group stage, achieve good results this year?

● Can France, the standout team in the group stage, win all the games and qualify?

● Can Belgium, a “demon team” with a luxurious lineup, perform well?

➂ Hot star players

● Between Cristiano Ronaldo and Messi, who can realize their dream and win the World Cup?

● Can Neymar surpass Melo and win the World Cup first?

● Can Muller break the World Cup goal record?

● Can French international Pogba lead the Gallic roosters back to the top?

● Can Kane, the “hope of the whole village” of England, the “European Chinese Team”, live up to expectations and lead England to soar?

➃ Walking emoticons

With their own communication abilities, they may become the next "Fu Yuanhui" of the World Cup.

Muller (Germany)

Phil Jones (UK), the "No. 1 Expression King in Football"

Shy "young wife" Ozil (Germany)

I am most afraid of forming a human wall. I am so scared.

Diego Costa (Spain)

Diego Costa, who redefined "appearance", contributed emoticons that make people "tremble".

Germany coach Loew

The German coach Loew is elegant, graceful and known as the "trendy coach". He is also well-known for his "bad taste" of picking his nose.

After finishing, you have to taste it...

Marcelo (Brazil)

Real Madrid's "team darling" and Cristiano Ronaldo's good friend looked so cute after scoring an own goal in the Brazil World Cup that it is hard to blame him.

You may not understand football, but you must get the latest emoticons. Using the latest emoticons to communicate with fans is a good opportunity to get closer to them.

➄ The handsome boy on the court

They are pleasing to the eye and energetic, maybe they will be the next "Ning Zetao" of the World Cup.

As the number of female fans increases, brands targeting female audiences are advised to pay more attention to these handsome young men on the court to maximize their ability to attract fans.

Brands can use these young men to flirt with their fan girls and start interactive topics.

example:

• Which one is your pick?
• Who is the C-position boy in your heart?
• Choose your pick of 11 "debut trainees".

➅The "weird star" who "let himself go"

In addition to their football skills, there are also some unique stars who are very popular.

Suarez, the "God of Suarez" who likes to bite

I wanted to have a bite when I was happy, but I couldn’t.

Pogba, the "hairstylist" delayed by football

Looking forward to what new hairstyle he will have in this year's World Cup.

⚑ Recommended to watch : games where the above stars or teams appear.

Of course, conventional posters that leverage the momentum are indispensable. Everyone is leveraging the momentum, but how to leverage it effectively, perspective and speed are the key .

Good: Hit the mark

Pay attention to the "highlight" games in advance, be prepared and have plans, predict the results of the games, and have different attitudes and plans to take advantage of different results.

Example: Messi won the World Cup - greatness may be late, but it will not be absent.

⚑ Recommended attention:

In the group stage , it is recommended to pay attention to the "two-Team showdown" in Group B, Argentina vs. Iceland in Group D, and England vs. Iceland in Group G. Starting from the knockout stage, every game.

above.

The author of this article is @91搞定 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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