The World Cup provides a great opportunity for brands to get themselves noticed, or cement their reputations with football lovers on a global level. Multinational companies plan their campaign years ahead, but national and local businesses can also benefit from linking their products and services to the tournament. A survey by online advertising specialist Criteo found that sales soared in the 15 minutes leading up to the start of England’s match against Costa Rica, but dropped off after the match started. Here, Glowing Global review the findings, and look at the benefits that real time marketing can bring during a big sporting event.
“Consumers react quickly to events during a match”, said Ricco Katona, manager of Glowing Global. “Their purchasing habits can also be influenced by what happens during a match, so businesses that are quick to react with real time marketing can reap the benefits.”
The recently ended World Cup in Brazil has been an unqualified success in football terms, but have some businesses found their marketing campaigns than others. Social media comes alive during a big sporting event such as the World Cup, and this can create consumer driven marketing effects. An example of this was the shock 7-1 defeat of Brazil at the hands of Germany. With seconds, pictures of Brazil captain David Luiz holding a can of 7Up had gone viral. It was great publicity for the drinks brand, but not one they could have had any input on. By understanding the way consumers react to football, however, you can maximise the impact of your marketing communications.
Consumers like content that’s up to date and relevant. Tesco, for example, after the aforesaid match, ran an advert for the Brazilian beer Brahma with the strap line ‘bottled it’. By interacting on social media during key matches, your message can be even more effective. Bear in mind however, that the Criteo study shows that sales drop off during a match when the result is in the balance.
“Real time marketing during a World Cup, or similar sporting event such as the Olympics, should be concentrated on the 15 minutes leading up to the beginning”, said Ricco Katona. “Reacting quickly to the result, can also make your product more memorable and visible to consumers using social media.”
It’s vital that your marketing people can access, analyse and then interpret the available data in real time. This allows you to react in a manner that will have a positive effect. With a huge number of tweets sent during a typical match, it’s just as important, however, to look at the picture holistically rather than reacting to the views of a handful of tweets. Glowing Global are excited about the impact that real time marketing can have, and the benefits will surely grow in future years.