2014 Brazil World Cup ten classic marketing case inventory

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July 14 News, the four-year World Cup is a world of carnival, marketing War on the dust, you sang my debut, lively. Today's media format is more diverse, according to the data, said, more than 80% people choose to watch the World Cup through the Internet. Brand Marketing Front all over the internet, television, mobile end, and so on, creating different forms of mining different creative major advertisers to provide greater imagination space, also gave a greater challenge, in the marketing war, the major advertisers to fight a martial arts, in order to gain on this stage, in the fight to win the favor of consumers. Who is better than the top ten brand marketing cases across video, social media, and mobile?

One, creativity for Wang to play social media

Can you resist the World Cup? Can you resist watching other people spit? During the World Cup, micro-blog activity has increased significantly, Weibo has become the most important platform for people to watch and discuss major events, social media in the value of large-scale events can be seen, advertisers will miss?

BMW & Mercedes-Benz Mutual glances

Have to for BMW and Mercedes-Benz marketing ideas point praise! Along with the high-end brand of German cars, BMW and Mercedes-Benz in the World Cup at the same time on its official microblog posted on the World Cup Germany team's refueling microblog, and jointly launched #we are one team# such a theme, in order to support the country and "convert the enemy to friends", Touching, the two brands are also in the name of the country to carry out all kinds of salute, Mercedes-Benz to salute the German national football team star, and BMW is to be eliminated a team salute. Of course, in tribute to the same time also cleverly highlight the performance characteristics of their own cars. All show this is the two strong brands together carefully planned World Cup marketing.

Marketing Lethality: ★★★★★

Comments: In order to national "enemy" for friends, brand height is such a promotion! Long-standing in China's high-end car market of the three strong, Audi, BMW and Mercedes-Benz, with their own way for the country's team to cheer, in the face of this unprecedented move, netizens exclaimed "is the passion or the basis of love", the same kind of competition between the interactive marketing, it is rare.

Yanjing beer cleverly borrowed GIF ads

Countless brands during the World Cup bombing, the user's perspective has long been preempted, there is no loophole can be picked up? Yanjing Beer This is a way to use GIF map! Yanjing Beer and micro-blog to achieve cooperation, Sina Sports official micro-blog in the World Cup, the first release of the goal move map, will appear yanjing Beer 2014 World Cup advertising pictures, this method is flattering and effective. In the most convenient way, so that users to carry out two times, by the extensive dissemination of GIF, GIF images during the group's transmission has been more than 400 million times, so yanjing beer has been a huge brand exposure.

Marketing Lethality: ★★★★

Comment on: yanjing beer, an alternative, harvest accident joy. A variety of highlights of the game scoring, fake bites to sell animated GIF pictures and so on, can earn enough eyeballs, social advertising into the World Cup's largest winner.

Weibo search ads Witness World Cup champions

All in or nothing Chengroi or defeated, Adidas's Slogen, the Chinese translation of a more than a proud of the heroic color. Adidas has always been the World Cup official ball provider, and in its marketing campaign, this has been repeatedly reflected. Adidas has created a "King or loser" topic page on Weibo, and implanted in each microblogging hot Topic list recommendation; three days before the World Cup, users can search for "Adidas" or "Samba Glory" keywords from pc-side Sina Weibo, and they will lower Adidas ' game balls for the World Cup in the home page. The use of the World Cup during the Micro-blog topic of the heat and the clever visual display, to achieve brand marketing.

Marketing Lethality: ★★★★

Comments: Tight around the marketing theme, packaging fun and fun, in order to compete for a place in the hearts of netizens. The World Cup is not only a world-class football feast, it has always been a creative arena for brand advertisers to show their comprehensive strength.

Gillette Weibo skin 0 distance contact Lionel Messi

During the World Cup, both veteran fans and senior fake fans have the best players in mind. Gillette took advantage of the star-chasing mentality and chose the Macy page on Sina's star-made homepage. As long as users in the Macy's homepage to participate in interaction, the release of micro-blog support Lionel Messi, support Argentina and so on, will be in the Sina World Cup home page A key for micro-bo skin, with a personalized Sina theme World Cup micro-blog Customization page.

Marketing Lethality: ★★★★

Comments: To grasp the mentality of the fans, to achieve self marketing, the strength of fans beyond your imagination! Brand spokesperson customized skin on the consumer desktop stay, taking into account real-time effective communication effect.

Procter and Gamble occasion marketing Lightning Hand Squid Liu

The World Cup holds the red to love Italy's Huang, holds the red to wear what loses or what squid Liu. CCTV "I love the World Cup" beauty host Liu Yixi in this World Cup wear which team uniforms, which team will not win, England, Italy and many other strong teams in the recruit, by netizens jokingly "Squid Liu", an instant red all over the micro-blog, personal fans rose up to 750,000. Procter and Gamble seize the Reds "squid Liu", let it take off the jersey, put on the game to see one of the ball equipment "thanks to football, enjoy each other" wear upper body, attracted netizens and God reply, interactive volume broken million. In sync, Procter and Gamble quickly 5 World Cup ball equipment including "squid Tong" in the Beijing-East activity page for sale! The first time to catch hot spots, and the linkage of the electrical business quickly become available. Thin looks more like the clothing brand marketing means, its ultimate goal is to harvest brand exposure, clothing sales is also an accident of joy.

Marketing Lethality: ★★★★

Comment: This marketing is a word "speed", closely follow the hot spot, quickly become present. Brand advertisers in the World Cup marketing campaign is also gradually white-hot, the home is making all kinds of moves in order to be able to stand out. Non-World Cup official sponsors, by the World Cup opportunity, played a beautiful occasion marketing campaign!

Second, Cross-platform Marketing to create a full network of influence

Now, users can use mobile phones, tablets and other terminals, in the commute time, lunch time, and so on anytime and anywhere to watch the World Cup-related video, and four years ago the World Cup has a huge difference. The rise of mobile internet is to let advertisers have a vast space, cross-platform marketing let advertisers really achieve full network influence.

Boot header preemption Mobile Marketing Portal

The beach moves the sanctity to rob the entrance. During the World Cup, Budweiser chose Sina News client and Sina Sports client two big app, and occupied its boot header advertisement. Mobile End screen space is limited, the boot header ad because of its unparalleled display and reach (touch) effect, is undoubtedly one of the best mobile Internet display advertising products. Budweiser through the boot header advertising strong occupy the mobile end of the portal, fully disseminate brand information. In addition to online marketing, as a previous World Cup official sponsor, Budweiser launched the World Cup special edition products, World Cup theme caravan offline experience activities, etc., to achieve all-round three-dimensional marketing promotion.

Marketing Lethality: ★★★★

Comments: Mobile end can not let go, seize the mobile portal, so that the brand is fully displayed, there is no blind spot.

Harbin Beer falls in love with eggs

During the World Cup, the activity of micro-blog is breathtaking, Harbin Beer also chose Weibo as the implementation position of creative marketing, did a very interesting page activities. Users in the microblog mobile client issued with the "Brazil World Cup" micro-blog, will show with the beer brand customized background (micro-blog Keyword Egg ads), to narrow the relationship between the brand and consumers. The lottery eggs were triggered 37 million times on the day of the World Cup, and the triggers were all micro-blogging initiatives, and forwarding and commenting were ineffective. Fun and fun to achieve effective communication on social media.

Marketing Lethality: ★★★★★

Comments: Make full use of the user's curiosity psychology, through the fun interactive communication brand. Without affecting the user experience of the premise, fun and interesting forms of advertising in the World Cup marketing performance of the most vividly, to help the brand in the social media communication environment to impress people.

Quiz into a popular marketing method

During the World Cup, Qing Yang in the Sina Sports app, combined with the "quiz project" needs of the customized "real-time promotion", whether before or after the opening, there will be a large number of brands exposed. For the micro-Bo interactive features, the light quiz also invited Micro Bo friends and fans of the form of PK, through the micro-blog interaction to enable the brand to achieve two times spread.

Marketing Lethality: ★★★★

Comments: Customized packaging with Brand attributes, from many official sponsors and sports brand manufacturers of the World Cup advertising campaign, especially the Internet marketing activities, not only from the fans, but also more temporary fans and non-fans from the perspective of attracting them to participate in the World Cup during the brand activities.

Third, the homemade video program caused massive attention

Some fans care about the outcome of the game, some fans only care about where the gods are, where the meat is, and some fans just want to watch the ride. The World Cup homemade program is the focus, with the aim of the star's wife, there is a bomb star family group, there are "storyteller" spit slot, Gao, Huang, Li Ai and other celebrities have stood out or comments or spit trough, all with the World Cup are consumed by the bottom of the sky, for the major sites, through the original video, Importing more user traffic and then strengthening brand influence and bringing economic benefits is why it values the World Cup so much.

Changan Suzuki joins hands Huang Open the body

The man in Italy, Huang, after a series of controversies, back out of the World Cup now, as the original World Cup video from Sina "Old Yellow enough body" guest host. This is the exclusive title by Changan Suzuki Big network talk show watch Ball column, once on the line has won the majority of netizens love, the program live broadcast day more than 1 million, while the number of online up to 300,000, meticulously produced on-demand fragments daily average of the amount of play is a breakthrough 3 million. At the same time, a total of 111 radio stations for nearly 180 time broadcast, daily on different platforms, different terminals to watch and listen to the number of Huang programs more than 20 million, while the realization of the program sold to Hubei TV, the high quality of the program. Changan Suzuki in the program to achieve the absolute embodiment, from the column theme embodiment, program packaging to content implantation, the full realization of the video marketing.

Marketing Lethality: ★★★★

Comments: Downwind car also want to take, Huang is the World Cup influential commentators, spicy humor, plus the Road Star Ziziza field, "Old yellow enough body" think not the fire is difficult, Changan Suzuki This can be more than twice.

Gado "Brush Screen" Archie Art original video

All along, Gado pursues "big brand, big platform, big event" strategy, the World Cup this very big event, Gado how can miss?! Before the World Cup marketing officially opened, Gado and CCTV5 to build the World Cup special column "Go, Brazil goal" footprint has spread over nine major European football powers. During the World Cup, add many treasures become Archie art World Cup whole project exclusive title, participate in Archie art World Cup all original video "Xiao Sonchi Talk", "Sports storytelling", "World Cup daily", Gao is a big aspect. In addition, Gado also launched a "see Brazilian authentic football, drink and more precious authentic herbal tea" promotional activities, line online under the echoes, the full realization of occasion marketing.

Marketing Lethality: ★★★

Comment on: Gado goal clear, the target is ruthless, this and Archie Arts five-self-made column full cooperation, its ambition can be seen.