World Cup marketing battle: Mobile Internet and social media reload

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[Summary] The World Cup is not only the big stars of the duel, the major technology companies in the World Cup marketing campaign has already begun.

Tencent Technology news June 12 report

Hot Samba The world's four-year Brazil World Cup sparked a global binge that will ignite the heat of the summer. The World Cup stage, not only Neymar, Luis Suarez, Ronaldo, Messi these big stars of the duel, major technology companies and brands of the World Cup marketing war has already begun.

In addition to traditional marketing positions, mobile internet, 4K TV, electricity, social media is not only the 2014 industry hot spots, but also the World Cup marketing important territory.

Mobile Internet Fingertips Marketing

As early as the 2010 World Cup, data from Lightspeed, an international online survey service provider, showed that 82.7% per cent of respondents surveyed the World Cup through the Internet, more than traditional media such as television. With the popularity of smartphones and mobile Internet, this year mobile screen will become an important way to get the 2014 World Cup information, and will become the core position of the major brand world marketing.

This March, Wang Lao Ji officially announced to become Tencent 2014 World Cup strategic partners and the World Cup guessing official partners. The biggest bright spot of this cooperation is that both tips push and quiz products to achieve the mobile end of the cross-platform social sharing: Through the Tencent network, Tencent News client, Tencent Video client, mobile phone QQ, micro-mail and any other platform to draw the results of the quiz, can be shared to the micro-trust friends Circle, in order to achieve further social spread.

Wanglaoji's play is to inspire netizens to share and participate in the enthusiasm, this interactive game will become the World Cup marketing routine tactics.

To meet the user's experience at the mobile end, Tencent is also the "big" sports "big" celebrity strategy, during the period will be the world's footballer, Mr. Football players such as Tencent before, behind the studio commentators, but also to introduce the text, body, entertainment and cross-border stars to participate in the World Cup theme video column.

Not long ago, le Video network also through the "Old boy de World Cup Carnival" activities focused on the World Cup, and integrated the music as the ecological science and technology, sports, film tripartite Resources, in the mobile internet field of marketing deployment.

Among them, Le Video network launched to see the ball, music video, today's video three apps, the main "the whole game broadcast", "Hot Collection Push" and "personalized recommendation of the whole network." In addition, the video network will also be combined with special topics, homemade programs, live broadcast, multi-screen interaction with Dong Lu and Huang and other sports names of the celebrity.

Coincidentally, PPLive also through homemade programs to promote World Cup marketing. According to PPLive Sports Division general Manager Liang introduced, the World Cup from before the game, PPLive gathered force prepared 5 months of program content, in addition to live broadcast, will launch as many as 12 homemade programs, the contest will bring users 7x24 hours without watching the World Cup straight.

In this connection, the industry analysts said that, because the World Cup domestic live in the middle of the night, so mobile internet screen will become the World Cup to watch an important way.

It is understood that Facebook is also using the World Cup to strengthen marketing services for large-scale activities, hoping to "put all the information into the pocket." Facebook says the service can cover 500 million football fans and hopes to challenge Twitter and even large networks in this area.

In this respect, Will Pratt Higgins, head of global accounts at Facebook, said the 2014 World Cup would be the first World Cup to be watched by smartphones. "In 2014, we had our first mobile gym in our pockets," he said. You will watch the game in this way, learn the score, get statistics, substitutions, injuries and other information, and share. This is very attractive to marketers. ”

Traditional brands borrow power technology and social media

When science and technology have penetrated into people's life, the effective integration of content and technology becomes the effective weapon of traditional brand marketing naturally. Coca-Cola, one of the main sponsors of this year's World Cup, first tried ibeacon in World Cup marketing.

Ibeacon is a very precise micro-positioning technology developed by Apple in a low-power Bluetooth technology. Mals Simon, the interactive director of Coca-Cola, for example, says customers can receive different business information when they have the iphone installed and move around on different floors with the ibeacon. This marketing becomes more targeted and lasting.

Mals Simon also pointed out that in the World Cup such a large event, advertising thousands, it is difficult to stand out from the crowd. But through ibeacon they can create a new and unique delivery system, independent of the public.

Social media in the course of today, will naturally become one of the means of brand marketing.

To this end, Coca-Cola selected fans on Facebook and Twitter share photos, printed on the size of the football field banner, and will be displayed at the opening ceremony.

Budweiser opens a social media studio in Sao Paulo. The studio will select "influential people" from different countries to make videos and publish them online.

There is also visa for branding by making videos. Visa chief Marketing Officer Kevin Burk, the official World Cup sponsor, says Visa is currently using 30% marketing budgets for digital media. Visa uses Facebook to target football fans ' other interests and offers coupons to partners.

"Depending on the social circle, you can see if someone is interested in music, shopping, and fashion, so you better aim at each individual," says Kevin Burk. Visa also invited directors from 32 countries around the world to make videos and show YouTube How to celebrate football in their respective cultures.

In this way, the World Cup has long ceased to be the exclusive event of football fans, but has turned from professional sports events into a feast for all people's entertainment and brand marketing. For the brand owner, with the help of the World Cup will become a good opportunity to upgrade the brand.

Marketing Wrestling in TV market

Traditional TV is also an important position of World Cup marketing. The broadcast of sports events has always been closely related to TV products, so the major well-known television production enterprises to the importance of sports marketing is self-evident.

When the 2014 4K high-definition TV technology is becoming more and more mature, sales into the accelerated stage, the World Cup is to play a role in fuelling, so the 4K TV market has become another major area of marketing. Think about it, with a 4K of telepresence and impact, the full firepower of the shooting, the players meticulous expression will be in the immersive panoramic view.

It is understood that this year Brazil's World Cup for the first time with 4K equipment shooting and transmission. Although the current domestic television stations can not transmit 4K signal, but gifted friends, such as video web sites will play 4K signal source.

Global 4K/UHD TV shipments are expected to increase from 1.6 million in 2013 to 12.3 million in 2014, up nearly 6.7 times times in the year, driven by Brazil's World Cup, according to DisplaySearch, a market research institute.

In the major home appliances stores, 4K TV has become the main product of various businesses, the theme of the World Cup launched in Brazil's marketing activities also opened a vivid.

A home appliance store staff to Tencent Technology, the World Cup set off a TV sales craze, the recent consumer questioned the TV also to 4 K mainly, the World Cup before the intensity of marketing activities.

Not so long ago, Sony and FIFA announced plans to use Sony's 4K technology extensively in Brazil's World Cup. The current plan includes filming the 4K version of the 2014 World Cup official film, and will produce three full games 4K content.

As the official partner of FIFA, Sony offers a wealth of 4K product lines, from radio and television professional equipment to a range of professional solutions, as well as television, home projectors, cameras and other civilian products, Sony also offers from shooting, production to watch the complete 4K solution.

Playing the World Cup for the electric dealer

The World Cup is about to open, the price war is known for the electric power of course will not miss the good timing of marketing, after all, the World Cup such gimmicks can be more valuable than the creation of their own festivals.

June 6, Gome (micro-blog) announced to join the price war, launched to the World Cup for marketing theme of the "Decisive battle 32 days" big promotion activities. "June is usually home appliances online shopping season, users of air-conditioning, refrigerators, and the World Cup will stimulate the growth of television sales, to the big home appliances are good at Gome is undoubtedly the sales season." Huangxiangping, vice president of the Gome Online marketing center, said to the media.

According to his introduction, from May 28 to date the first stage of promotion, gome online traffic has doubled 3 times times, sales growth of 5 times times, beyond Huangxiangping expectations.

June 11, Suning also announced the launch of sports outdoor channels. At the same time, Su Ning also officially announced that the company and the international Football Club Barcelona club reached cooperation.

After the two sides reached a cooperation, Su Ning will become the Barcelona Chinese fans official partner, in Suning and PPLive station to build the Barcelona channel, to establish the official interactive channel of Barcelona Chinese fans, to obtain the exclusive information and pictures of Barcelona's authorization.

In addition, Jingdong "6 18" greatly promote advertising is also overwhelming, Amazon is playing football equipment 60 percent capped promotional slogan.