Sporting Goods Industry Leads Brands To Share World Cup Creative Marketing

Since the June 12th World Cup began, people began to enter the world cup mode, which is the world cup of fans, the world cup of pseudo fans, and the world cup of branding. Taking advantage of the marketing opportunity of four years, they are unwilling to be lonely, show their abilities, offer various ideas, and add a view to the world cup.

　 Tip of the tongue World Cup

The World Cup brings not only the visual feast, but also the carnival on the tip of the tongue. How can there be no wine in 90 minutes? One of the sponsors of the FIFA Soccer World Cup is McDonald's playing the slogan of "good company, we support your insistence", providing delicious food to support customers and fans in the middle of the night shouting and revelry.

Looking at McDonald's special Brazil menu, it is full of elements of the world cup. Two new Hamburg Rio glory fort and thermal shampburg, the Hamburg embryo made of football texture, and with Brazil flavor ingredients. In addition, the banana pie with magical arc, breakfast passion Samba pancake, and golden mane glory wheat whirlwind, these names are full of South American Samba food, and they are also written in McDonald's World Cup theme menu.

The world cup is coming, and the bread makers are not sitting idly by. Reporters in the "bread story" to see that it launched the "Breadzil" series of bread, one of the ball shaped bread is very popular, it was named "outstanding force", in Brio Xiu (a French bread) wrapped in fresh, sweet and sour lemon cream.

For the majority of fans, a world cup without beer is like an empty cup. On the other side of the globe, there is a lot of competition in the green field, and in Quanzhou Shang Chao, bar street and so on, beer brands are also going through a dark battle. Quanzhou Puxi Wanda Plaza launched the "world cup beer festival". The Plaza of the leading show world was simply opened into a football field. The green color is not only from the green field, but also from the Brazil flag and the color of the beer bottle.

During this year's World Cup, Tsingtao Brewery launched a new "football tank" for the personalized needs of the fans. The "football tank 2014 soccer theme beer" is integrated into the design of the football leather suture on the packaging. It doubly drinks and doubly adds to the world cup atmosphere. This beer sells for 69 yuan (12 boxes per box) at Tmall flagship store in Qingdao, and it has already concluded more than 8000 orders.

And Harbin beer is creative in social media topics. With the help of star resources, Huang Jianxiang, Wang Yuelun, Lu Qi and Honglei Sun pushed Harbin to deliver four declarations: "do it in the end", "watch the ball without a baby", "sister HIGH get up", "do not drink or not know". From the four relationships between fans, families, girlfriends and men, the theme of "Harbin beer world cup" quickly occupied the social networking platform. In just a few days, 200 thousand topics were discussed, 280 thousand forwarded, and 150 million people were exposed to the brand. "Micro-blog beer is the World Cup".

　　 Local sports brand marketing competition

Although the Quanzhou sports brand has not become an official sponsor, there is no reason for it to be absent for such a popular sports event.

XTEP launched the theme of "Carnival everywhere" in the world cup. The reporter saw a table football machine at the entrance of a XTEP store in Zhongshan Road. It is reported that XTEP has launched the "no place Carnival - XTEP table soccer competition" terminal promotion activities in more than 900 stores nationwide. In addition, XTEP also carries out the "endless Carnival XTEP Super Fans" consumer interaction activities on the PC side and the mobile phone side. At the same time, it also carries out a campus Carnival PARTY on the basis of the two major sports resources of the XTEP College Football League and the XTEP University Futsal League. In the opening ceremony of XTEP Asia's biggest experience shop opened just last month, XTEP also invited Samba girls and soccer baby for activities.

The theme of XTEP's "Carnival everywhere" has integrated various media such as TV, new media (PC and mobile terminals), terminal stores, and college football matches, covering online and offline.

Unlike XTEP's marketing strategy on different media platforms, Anta focuses on product development. This year, Anta launched its soccer World Cup equipment, including Anta World Cup soccer casual shoes, professional training football suit, world cup top eight cultural Jersey and Anta soccer baby T-shirt, and integrates the national flag elements of football teams into the design. For example, professional training football suits have introduced black and white, yellow green and blue and white systems, representing German football teams, Germany, Brazil and Italy.

　　 Peak It also introduces the sportswear of the world cup elements, displays in the terminal stores, highlights the charming Brazil customs with colorful and bright colors, and creates the atmosphere of the world cup. PEAK brand director Lin Guo Zheng said that because Quanzhou's local sports brands are not FIFA football World Cup sponsors, and intellectual property management and control are more stringent, brands can only use peripheral marketing, dare not use the obvious logo of the Hercules cup and other products to play the game atmosphere. But the world cup is still a very good platform for the spread of events. From the point of view of brand promotion, borrowing is superior to momentum. If the brand can combine its own spiritual connotation with sports events, it will achieve good results. Insiders pointed out that the sports atmosphere brought by the world cup or spawned a new round of sports brand sales boom.

Relevant people also said that at present, domestic sports brand marketing level is low, marketing is generally more modular, it is difficult to express the core and connotation of brand culture in a better way. In contrast, Nike and Adidas are good at emotional marketing and resonate with consumers.