Coca-Cola showcased appealling marketing activations to leverage its partnership with the 2010 FIFA World Cup. The Trophy tour and the Celebrations ad are good examples. With the Coca-Cola celebration award recently given to Tshabalala, the Atlanta firm is capitalizing on the World Cup momentum, by adding a strong CSR component and engaging football fans. Another benchmark of how global football brands display their CSR initiatives by leveraging their products and simulteneously activating their marketing rights in the smartest possible way.
The 2010 FIFA World Cup is over and crowned the team that played the best football. We are experiencing a wrap up time where numbers have started to be released, giving the South African World Cup the title of best World Cup ever. We have experienced fantastic ads, inspirational marketing activations and great PR stunts, but also strong involvement in caring for the environment and powerful CSR. The Jo’bulani is another PR stunt dedicated to a great cause: The Nelson Mandela Charity Foundation 46664.
The first World Cup on the African soil is over. It was a fantastic World Cup, and South Africa can be proud to pull off such a great performance! On a sport point of view, the team that was playing the best football won. It was a pleasure to watch the likes of Xavi, Iniesta, Pedro, Villa playing together as a team. The Dutch did not play football. De Jong could be featured in the next Karaté kid movie with Jackie Chan, and I wonder how Van Bommel did not have a red card. I said on Twitter that he represents everything I hate in football. I stick to this judgement. Anyways, football marketing-wise, I would like to share with you a wrap-up article of the 2010 FIFA World Cup South Africa. Enjoy!
On June 18, I wrote an article on how non World Cup sponsors are linking their brand to the biggest football event. Consumer’s awareness on Nike as a World Cup partner significantly increased. I based my sources on a survey The Nielsen Company carried out from May 7th to June 6th 2010, therefore before World Cup starts.
So here we are. Spain vs The Netherlands for the 2010 FIFA World Cup final on Sunday and Germany vs Uruguay for the 3rd & 4th place. I mentioned before the semi finals started that we could have had a “traditional” adidas vs Nike in the final. Don’t call me Paul the octopus, it was not too hard to guess.
The World Cup semi finals start today with an unexpected Uruguay vs a great form Holland. Many (including myself) were hoping Brazil would make it this far, but football is so unpredictable isn’t it? Germany will play Spain tomorrow with high expectations from both sides. So far, the 3 major players are still in the last four, so let’s have a closer look.
We all know the Vuvuzelas by now. They are part of the football experience in South Africa, and although some dislike them, I tolerate and embrace this way of enjoying football. Another instrument fully part of the football fan outfit in South Africa is the Makarapas, which are decorative constructions hard hats. Less known than its brother the Vuvuzela, the Makarapas is an amazing success story, an icon of South African football.