Not many sports focus on their specific "ball" their athletes compete with. Soccer is different.
Speaking at the “Marketing: Sports. Soccer in America” event, Liam Hoban, head of sports marketing of soccer of Adidas America, said the company sold 14 million “Brazuca” balls globally during the 2014 FIFA World Cup in Brazil.
Hoban said the name of the ball was given by Brazilians themselves for the World Cup. “Brazuca” means inherently Brazilian. The ball itself had its own Twitter account, said Hoban, which rapidly grew during the World Cup -- some 600%.
Hoban says Adidas America, ...
Sleep on it.
That is the recommendation of Darren Marshall, vp of consulting and research for rEvolution, when it comes to sports athletes -- soccer athletes included-- who want to respond with passion, friendly or harshly, when it comes to specific sports or other news events.
Marshall, speaking at Marketing: Sports. Soccer in America event, believes athletes need some perspective, especially when considering one’s endorsements.
Less than positive news events might not have an assumed trajectory of an athlete’s sponsorship life. This was true with one of the most highly visible soccer athletes, Landon Donovan, ...
It’s not just about partnering with big soccer teams or big media for brands.
Speaking at Marketing: Sports. Soccer In America, Mike Bloxham, vp of national television and video of Frank N. Magid Associates, says some moms suggestions for brands would be to “sponsor the leagues our kids are playing rather than be led about the agenda for brands or the media.”
Bill Squadron, executive vp of STATS, reiterated remarks that John Guppy, founder, Gilt Edge Soccer Marketing, said earlier at the event: “Brand marketers need to pick a course."
Panelists note it’s not just buying ...
Soccer video game sales can surprised many -- including executives.
Speaking at Marketing: Sports. Soccer in America, David Pekush, senior global product marketing manager for EA Sports, said the company’s eyes were open when learning the marketing efforts for one version of its “FIFA” gaming series, came up with the results where “one third of the games we sold were to people that never saw the game before.”
EA Sports realized it needed to targeted a broader range of sports fans: “One of the great things about soccer, it is about fantastic competition,” says Pekush. EA ...
Marketers not only learned a lot in the recent World Cup in 2014 but fans as well through new marketing executions.
Speaking at the Marketing: Sports. Soccer in America event, Jerome de Chaunac, global chief operating officer of Havas Sports & Entertainment says” “It was the true digital and social media World Cup.” He adds it was unique to many, fans included, that as fashion marketers made appearences, as well as well a luxury brand like Louis Vuitton, which was involved with big event in Brazil with the trophy.
John Shea, president of Marketing Americas for Octagon, says ...
In-store beacon media technology in mainstream retail stores can offer up basic creative experiences — with special deals, promotions, and the like -- for consumers. Still not all consumers may be open to in-story messaging to come via their smartphones while doing everyday shopping.
But luxury brands should use a different creative approach for the technology.
In speaking MediaPost’s Internet of Things: Beacons event, Craig Elimeliah, senior vp and director of creative technology for RAPP, says imagine wearing a Burberry coat you really can't afford.
Some big media agencies executives don’t like the idea of “mom and pop” businesses competing with major brands when it comes for inventory on open programmatic exchanges.
But publishers say there is another side of the story. “Every impression is a battleground," says Oscar Garza, director of programmatic of Essence, in speaking at OMMA Chicago: Art & Science Digital Advertising event.
Even if it's a small retailer/business, like a pizzeria, Garza says “you can value certain impressions quite highly”, especially if you get the consumer at the right time and location. He adds: “Even the mom and pop, ...