Less than a week into play, soccer’s FIFA World Cup 2010 has taken over Internet advertising, news feeds and social media. With both rabid and casual soccer fans getting caught up in the four-year event, there are many new twists and turns for both coverage and advertising available on the Internet that did not exist in 2006. The amount of Internet-based advertising both off and online is staggering.
Take Adidas and Nike, for example. They are featuring TV spots during World Cup coverage that encourages people to go to their Internet Facebook page to see more commercials – ones featuring soccer stars telling their stories.
In Bev is using paid advertising with top placement on related search engine results pages to draw attention to their YouTube channel. It features an on-camera experience of 32 fans from the 32 World Cup team countries all living in the same South African house during the tournament. Fans are prompted to check back regularly to You Tube for episode updates before, during and after matches. In Bev is also promoting the You Tube channel on TV commercials.
To accommodate the extra site traffic and make it easier for fans to follow the event, Twitter has set up a separate site exclusively for World Cup-related updates. It can be accessed from a link on the twitter.com home page. Flags from the different nations are used as “hash tags” to highlight a common topic so that people can quickly find soccer-related posts about the country of their choice.
Google Maps has teamed up with FIFA.com, home of soccer’s international governing body, to promote its listings of where games are being played in South Africa and which establishments near you are showing the games on TV. Hyundai has online display ads searching for the best World Cup fan photos, encouraging Internet users to upload images to FIFA.com in the hopes of winning a car.
Since the event only comes around every four years, it’s no wonder there is an all-out Internet marketing blitz. Advertisers have found a very willing audience.
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