Real-time Marketing: 10 Tips to Get the Most Out of the World Cup
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Real-time Marketing: 10 Tips to Get the Most Out of the World Cup

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With the craze the World Cup created, it is important to know the value of real-time marketing -- and doing it right. As a social data visualisation tool, we at Buzz Radar wanted to help brands ...

With the craze the World Cup created, it is important to know the value of real-time marketing -- and doing it right. As a social data visualisation tool, we at Buzz Radar wanted to help brands understand the process and put themselves smartly in the conversation. See our 10 tips on how brands can make the most of the World Cup.

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Real-time Marketing: 10 Tips to Get the Most Out of the World Cup Real-time Marketing: 10 Tips to Get the Most Out of the World Cup Presentation Transcript

  • 10 Ways to Make the Most of the WorldCup for your Brand SocialData|Captured|Visualised
  • Real-time marketing relies on your brand understanding the right moment and the right way to capitalise on conversation. ! At Buzz Radar, we know the power of social data and the importance of being a part of the conversation.
  • This World Cup is the world’s most social event ever, and smart brands are taking advantage. ! We want to help you be at the forefront of it all. Here are our ten tips for getting the most out of the World Cup.
  • 1. Don’t force the moment.
  • It should be natural. When Luis Suarez bit another player, brands rushed to capitalise on it. ! This made sense for food brands: Snickers and McDonald’s Uruguay seized the opportunity perfectly, and fans reacted accordingly. ! The tweets and graphics were humorous and right on cue.
  • Irreverent Irish bookmaker Paddy Power is another brand getting it right. During the USA v. Germany game, they cheekily sent up the over-earnest passion of US “soccerball” fans. This resonated well with their somewhat cynical UK audience.
  • Other brands missed the cue by trying too hard to tie the matches, losses and wins to their product. ! Brands are better served by celebrating the game without product placement -- otherwise, it feels forced and inauthentic.
  • 2. Know your audience !
  • Connect your brand with the passion of a specific moment but make sure it’s the right moment and the right audience. ! We’ve seen brands misstep by inappropriately celebrating wins with fans or with the wrong fans. ! If you’re account focuses on the USA, don’t celebrate an equalizer or loss.
  • Charmin did this well by taking to humor to celebrate the USA.
  • Beats by Dre harnessed the passion of the pre- game with their “Game Before the Game” campaign. Before big matches, their FB page highlights a player in their headphones, ramping up the intensity and expectation. ! They’ve also created the #KnuckleUp campaign for USA fans. You connect. You want to be a part of that moment. And you suddenly believe Beats can help you do it.
  • 3. Be ready.
  • Ensure your marketing team is prepared and ready to react. ! Adidas set up a command centre in their Champs Elysee venue before the World Cup kicked off with a team ready to make the most of any moment. ! So, whatever happens on the pitch (or off), their marketing team is focused on the wording and getting the message out fast. !
  • Brands that do this are at an advantage. It wasn’t luck which made Oreo’s Dunk in the Dark, a success: their marketing team was ready. ! While you can’t anticipate every moment, you can be ready for the big moments. ! So, make contingency plans, have assets on hand (or readily editable), and make sure you have a tool to ensure your team is seeing what’s trending as it trends ! (maybe something like our World Cup Mission Control Centre…) !
  • ç 4. It’s all about timing.
  • Remember, the fans are watching the game. While they are having second screen experiences, most are not reading tweets or FB posts in the middle of the match. Halftime, stoppage time, and pre and post match will give you the most reach. ! If you are doing a giveaway, don’t do it when fans will be watching. ! Let them enjoy the game, and then celebrate - or commiserate - with them afterwards.
  • Many offices are shutting down -- so, you have a captive audience as soon as the game breaks for a minute. ! Mondelez did this perfectly following the USA v. Portugal game -- it was timely; it was relevant; and it captured the bittersweet moment perfectly.
  • ç 5. Enhance the experience.
  • Don’t just be a part of the conversation. Bring something to it. Give stats that relate to your brand; hit the passion point; help new fans understand the sport more. ! For some, the World Cup is their only experience watching football. You can help them ease into it. ! For example, Nike has been telling the backstory of some of the lesser known players on the pitch, like Ghana’s Abdul Waris.
  • And don’t forget to actually be a part of the experience yourself. ! It’s hard to convey the passion if your brand doesn’t actually get behind the sport or games as well. ! Watch them -- fans will know if you don’t know what you’re talking about.
  • 6. Remember your competitors.
  • Don’t give another brand any ammo to steal your thunder. ! During the Super Bowl earlier this year, one brand infamously sent a few severely misspelled tweets out. ! Other brands jumped on it with witty responses. Big errors make brands look like they aren’t in the know with social.
  • 7. It’s not all about real-time.
  • Don’t overlook planned content. Strike a balance between reacting to what’s happening live and planned content that still relevant. ! All the matches are scheduled, so you can appropriately plan content. Use the FIFA calendar and then adjust as news is updated. ! For example, Paddy Power comments on the players taking the pitch and the teams lining up. It’s a smart move that enables them to have content between matches and still be relevant.
  • Paddy Power comments on the players taking the pitch and the teams lining up. It’s a smart move that enables them to have content between matches and still be relevant.
  • 8. Don’t forget your influencers.
  • How are you engaging this base in your marketing efforts? Make sure they are looped in. ! Are they in Brazil? Are they part of supporter groups? Your marketing team can be expanded with this group given the highly social nature of sporting events. ! Real-time includes off the pitch too. By putting your product in their hands in real situations, you can win big.
  • A popular football bar in NYC began highlighting regulars and supporter groups showing up early to matches online, which spread throughout the city. ! By engaging their influencers, the bar was able to increase its reach and make new fans (or fans without a watching home) aware of their role.
  • 9. Go global.
  • The World Cup is a global event, which means people around the world are watching -- and conversing in other languages. ! Is your marketing team just speaking English? Do any of them have the ability to speak other languages? ! If you are trying to expand your demographic or have a global appeal, then you should be looking at social content in various languages.
  • Consider translation platforms or bringing on a bilingual marketing assistant. ! ! The World Cup isn’t only in English -- neither should your marketing be.
  • 10. Don’t be afraid to promote.
  • ! If you know you created something that is resonating, then don’t be afraid to put a little budget behind it to extend it’s reach. ! When you have something that fits the other categories, go all in (as Adidas is saying). ! Make sure it’s being seen.
  • ! Hopefully, these ten tips get you on the right track. And with our World Cup Mission Control Centre, you’ll see all the social data as it happens. ! There’s plenty more to the World Cup after the group stages, and if what we’ve already seen is any indication, then, your brand can have a lot of fun while connecting with some of the most passionate fans out there.
  • Thankyou. info@buzzradar.com | buzzradar.com | @BuzzRadar