‘Football’s Going Online’: The Digital World Cup

The festival may be over, but the time for analysis is just kicking off. From the way it was watched, to the brands that made major missteps with their marketing campaigns, the 2018 World Cup gave us a vital insight into where the marketing industry is headed.

The festival may be over, but the time for analysis is just kicking off. From the way it was watched, to the brands that made major missteps with their marketing campaigns, the 2018 World Cup gave us a vital insight into where the marketing industry is headed.

This was a tournament of innumerable highlights, many of which were were played out on social media. Instagram alone had 272 million users during the competition and 11 million stories related to the 2018 World Cup. Facebook also reported a staggering 383 million people were using the site during the World Cup.

“It’s coming home” memes were a constant backdrop for the progression of the England team this summer, who reached the semi-final stage for the first time in almost three decades.  The rousing chorus of a twenty two-year-old song becoming the soundtrack to a crescendo of memes and an escalating belief that England could do the unthinkable: win.

As everyone got into the spirit, brands began subtly referencing the Three Lions’ success but eventually, as the country became entirely consumed with World Cup fever, the subject line for most emails simply read, not so subtly,  “IT’S COMING HOME!” Indeed, the real triumph of social media in this tournament was the unprecedented access it gave to fans, as players shared videos and photos from behind the scenes, as we saw with Jesse Lingard’s photo of his teammates riding unicorn inflatables in the hotel pool. This proved to be so popular because it was the unfiltered, raw, human stories right at the heart of the action. Especially resonating with the ‘adblock generation’, who prefer their content to be authentic, genuine, and gimmick free.

The biggest marketing own goals

The biggest marketing failure of this summer came from Mastercard, and their promise to provide 10,000 meals to starving children every time Lionel Messi and Neymar Jr. scored a goal, implying that, if they didn’t score, 10,000 kids would go without a meal.

In a World Cup full of surprises, both Brazil and Argentina were knocked out earlier than expected, and combined, Messi and Neymar only scored three goals. The campaign faced enormous backlash from those who felt that Mastercard should be giving out the money anyway if they can reasonably afford to do so.  

There is an important lesson to be learnt from Mastercard, cultural relevance is key. No longer do cheap gimmicks make the cut as millennials are much more marketing savvy than previous generations. Instead, they are looking for genuine content, content that speaks to them on a personal level and aligns with their values. Millennials care about social issues, and want the brands they associate with to share that genuine desire to make the world a better place. In an ever evolving market, with so much choice, marketers need to really understand their audience to stay relevant.

The idea of authenticity is integral to CLICKON Media, who strive to produce content that  resonates with its audience. For CLICKON, building a relationship with the consumer is key, and with storytelling at the heart of everything they do, they are able to create powerful content that both engages and inspires. The ‘Faces of the Fleet’ campaign in partnership with Y&R Memphis and America’s Navy encapsulates CLICKON Media understanding of the importance of creating an emotional connection with an audience.

CLICKON Media CEO Richard Wilson comments, “If this World Cup has taught us anything, it is that in order for brands to create meaningful relationships with consumers, they need to make sure that they are getting the tone right. Cultural relevance is fundamental to succeeding with the millennial market and brands can no longer afford to overlook this”

_________________________________

Visit CLICKON Home

Follow Us: Facebook  Twitter  LinkedIn

For more details, interviews & content please contact us here.

Convergance white PNG (1)

©2018  | clickon.co