Alex Lawrence, Copy & Content Executive, IPM
Unfortunately we didn’t make the final but the England team
had a great run and made it much further than we could have imagined. Despite
the disappointing result, the last few weeks of football fever and national
pride have been a whirlwind of excitement.
Making the most of this World Cup hype, brands from all over the
world have been pushing out countless activations to attract football fans. The
problem is, many brands have been taking very tried and tested routes and relying on stereotypes
to inform their campaigns. It becomes a little boring when World Cup
activations go no further than trying to reach out to ‘the lads down the pub.'
As I explored in my Pride article, it’s very obvious when
brands haven’t put a lot of thought into their activations and are just trying
to keep up with whatever’s trending on Twitter. I’d list all the brands guilty
of using the “it’s coming home” phrase without any other reference to the World
Cup, but I’d be here all day.
As a non-football fan and someone who has felt quite
distanced from the World Cup, I was surprised to find that some brands managed
to spark my interest despite my lack of association with the sport. These
brands are the ones that have put a lot more thought into reaching out to a
wider audience than the stereotypical beer-drinking, crisp-eating
male fans. Moreover, brands that are not official partners or sponsors of the World Cup have proven to be some of the most creative with their campaigns, alluding to the event without being able to use the title "World Cup."
The campaigns that stand out the most to me, someone who is
definitely not the usual target audience, are those that avoid the obvious. Below
I’ve listed a few key things the best brand activations have in common, as well
as a few mistakes some have made.
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