World Cup 2022: How Sponsors are Marketing their Brands
The FIFA World Cup Qatar 2022™ is the ultimate marketing strategy for its sponsors.
From November 20 to December 18, 2022, worldwide football fans will tune in to the 21st edition of the quadrennial World Cup hosted by FIFA. Held in Qatar this year, the competition between 32 countries brings fans together to share in their love of the sport. In fact, the overall viewership for the 2022 World Cup is predicted to be five billion across the world.
With attention like this, FIFA and its sponsors are designing brilliant ways to advertise the World Cup along with their brands. Sponsors contribute to the success of the event while in return receiving the publicity needed to build their audience engagement.
From apps to giveaways to hashtags, sponsors are developing strategies to profit and expand off of this highly anticipated event. Fans will find that technology plays a large role in the success and experience of the event.
McDonald’s GOL App
McDonald’s designed a strategy to market their McDonald’s World Cup GOL app through their infamous fries. The brand redesigned the red fry packaging to include artistic renditions of the World Cup games. Through a code on the packaging, customers can scan into the augmented reality app where players bounce footballs off of real objects in their view. The app was designed by Qualcomm’s digital marketing agency Trigger and augmented reality platform Vuforia.
The app also allows players to keep up with the latest World Cup news, and encourages sharing in-game goals and wins to social media.
Incorporating packaging and technology has allowed McDonald’s to reach out to a wide base of fans and engage them in something popular, interactive, and timely.
Additionally, participating countries are offering a McDonald’s x FIFA merchandise giveaway where fans can earn water bottles, t-shirts, footballs, etc. To enter the raffle, fans must fill out an application for the McDonald’s Fun Football program. The program also offers children Winter Fun Football playing sessions and online football challenges to encourage children to get active during the season.
Budweiser Giveaway
Similarly, Budweiser created limited-edition World Cup Qatar 2022 packaging to market its products. Customers who purchase the redesigned beer bottles and cans can scan a QR code on the label that redirects them to their site and enters them into a giveaway. Budweiser account members over the age of 21 are eligible to win event tickets, merchandise, and daily prizes.
The FIFA World Cup is #YoursToTake, stand a chance to win exclusive tickets to Qatar when you buy your next Budweiser 🏆🍻 pic.twitter.com/ugIvtdEn17
— Budweiser SA (@BudweiserSA) August 12, 2022
This campaign offers a great incentive for buying Budweiser products and helps increase the number of registered members.
Vivo Hashtag Campaigns
Technology company Vivo took advantage of the event to advertise their new smartphone line. The company named the Vivo X80 Pro the official smartphone of the 2022 World Cup. Event staff will be provided with the smartphones in order to conduct behind-the-scenes work and communicate on a cutting-edge level.
Additionally, Vivo is campaigning with fans through the #vivogiveitashot movement. Fans are encouraged to share photos and videos of football challenges, unforgettable memories, and favorite football moments. The goal is to get real people to advertise the World Cup while also allowing fans from around the world to connect and share in their love of the game. Vivo will provide customized filters that fans can use to film their football moments, and offer giveaways and prizes to encourage the campaign.
Finally, toward the end of the tournament from December 15 to 18, Vivo will launch the #vAreHereToShare campaign, giving a platform for fans to discuss the final games and competition.
Hisense “Perfect Match” Sweepstake
Hisense, a leading consumer electronics and appliance brand, used its FIFA World Cup sponsorship to promote its latest products including a Laser TV, ULED TV, refrigerator, etc. The “Perfect Match” sweepstake aims to reflect the relationship between football and television—how unforgettable moments in the sport are streamed to fans worldwide through television and technology.
Upon purchase of any “Perfect Match” product, customers can upload their receipt for a chance to win raffle prizes that include Hisense appliances and World Cup Qatar 2022 tickets.
Furthermore, FIFA+ will launch on all Hisense devices and provide a platform for free football streams, live and archived. The platform will also include uploads of an exclusive daily show headline sponsored by Hisense that will live cover the World Cup events and feature special guests.
Conclusion
The World Cup has always been a display of the newest innovations in sports technology and media outreach. By incorporating technological advertisements into their products, these sponsors have designed effective, scalable, and timely marketing strategies that benefit both the event and their brand. Truly, taking advantage of sponsorships often has significant effects when the proper strategies are applied.
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