Brand Spotlight – Nike, the unofficial sponsor of the 2010 World Cup
July 01 2010 by Matt Clark ~ 3 CommentsAs a new member to the eWayDirect team I would like to formally introduce myself to the all the followers of the company. My name is Matt Clark and I am currently heading into my final year in the sport management program at York College of Pennsylvania, while also trying to obtain as much practical and real world experience in the sports industry, whether it be the form of marketing, public relations, operations, or through social media. I am currently working for the on-field entertainment and marketing departments for the Scranton/Wilkes-Barre Yankees, contribute regularly to the sportsnetworker.com, and coach a variety of sports in York, Pennsylvania.
Through my prior experiences, passion for the industry, and the willingness to learn through current events, I look forward to providing my readers with the opportunity to obtain knowledge through a weekly series titled “Brand Spotlight”. This series will include a compilation of companies, businesses, or brands I personally think are performing stellar jobs on their online marketing efforts, whether it is related to social media, e-mail, or search marketing. Portraying ones image on the world wide web is crucial for a businesses success, which is why I am here to determine which companies I feel are doing so the best. If you have any ideas about a possible entry, don’t be shy. Send your thoughts over to mattgriffinclark@gmail.com or send me a mention on @mattgclark.
Brand Spotlight – Nike
So if there were two options available, one included paying a ton of money to seek mediocre results and the other included paying no money to seek high results, which one would you choose?
These are the two scenarios that were recently created at the 2010 World Cup in South Africa, as Adidas is technically the official sponsor despite Nike reaping more benefits from this global event.
Although Adidas has the rights to the majority of the items you will see on the pitch during World Cup events, Nike has produced a successful and epic three-minute video clip en route to there ambush marketing techniques, a video clip that appears to be stealing all the buzz from Adidas.
First of all, what is ambush marketing? An ambush is considered a surprise attack on someone who is lying in an area in an attempt to take over his or her position, and although this military term draws a link to the term ambush marketing there are drastic differences in the terms. Ambush marketing does involve, at times, a bit of surprise and unexpected events, but it doesn’t actually involve companies taking over another companies position, but rather it is more like overshadowing their opponents hard earned work and dollars put into a project by seeking alternate ways to promote.
In the case of the World Cup, Nike is conducting a marketing campaign that takes place around the event but it does not involve payment towards it because they are not the official sponsors. Although Adidas is the official sponsor, Nike has found a way to promote themselves in connection with the event without having to pay sponsorship fees and without breaking any rules in the process.
Though Albert Einstein is not in this equation, I think it is safe to consider Nike a genius in regards to this marketing strategy and promoting their brand. Adidas had no choice but to throw all their eggs in one basket with this global event, as Nike dominates them in most other categories and naming rights to other events. Adidas just could not let Nike take over the biggest global spectacle in sports, but as the same time Nike is comfortably taking in just as many of the gains and benefits without having to sign a sponsorship agreement.
Nike is pointing its finger at the “Write the Future” commercial for its marketing success. Call it a commercial or call a short film, but the creation of a three-minute montage featuring Wayne Rooney, Cristiano Ronaldo, Kobe Bryant, and Roger Federer, to name a few, has created a ton of buzz. The plot of the commercial consists of a fictional story of soccer stars and how their fame or failure depends on their success in the tournament.
Obviously the success of Nike’s marketing tactics cannot simply rely on the viral effects of YouTube alone, but rather the multiple platforms and channels and the fully integrated approach the company have used to distribute their message. First let’s examine the huge LED light show on the side of Johannesburg’s Southern Life Center Building. This 15-story screen allows Facebook submissions to be displayed on the screen that allows people to read about others rooting on their favorite World Cup star. So in other words, picture a jumbo screen in the middle of the arena that has been transformed into the side of a gigantic building. This light show has not only acted as a giant billboard but also as a place for fan interaction and to make others feel as if they are a part of the event.
Another way Nike had gone about trying to promote their campaign is by the creation of a press kit. Surely at first glance that does not sound like a great idea since a press kit is a common necessity for new promotions, but the uniqueness of this particular kit is what brings it to another level. Found inside this press kit are not your traditional pen and pencil but rather a set of hand-carved sculptures on crayons, each representing players on the World Cup roster such as Wayne Rooney, Robinho, Franck Ribery, Fabio Cannavaro, Didier Drogba, and Cristiano Ronaldo. Nike surely took a unique and innovative take on their idea of “Write the Future” into what appears to be a media kit that could pass as a collector’s item.
Nike’s brand is always being mentioned in regards to sponsorship talks with the 2010 World Cup. Maybe it has something to do with the over 17 million views of the commercial on YouTube. Adidas has gotten some publicity; but much of it has been centered around the fact that they created the controversial Jabulani Ball that spins like a Tim Wakefield knuckleball. Nike has clearly dominated the marketing efforts during this World Cup with their clever ambush marketing techniques and viral video antics on the web.
What do you think about Nike’s efforts around this World Cup?
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