Hyundai Signs Four-Year Deal As NFL Auto Sponsor Women's Fashion In Spotlight At Wimbledon Scotiabank Threatens To Pull CONCACAF Sponsorship Iguodala Settling In To Role With Twice Marketplace Roundup Fox' David Neal Ready For Big Soccer Day Oubre Jr. Leads NBA Draft Fashion St. Louis Top Market For World Cup Marketplace Roundup Towns Focus Of New Samsung Campaign
SBD/June 10, 2014/Marketing and Sponsorship
Entering The Blogosphere: Hyundai Turns To Tumblr For World Cup Campaign
Published June 10, 2014
WHEN ALIENS ATTACK: The WALL STREET JOURNAL's Jonathan Cheng notes Samsung has “unveiled a seven-minute, computer-animated video that blurs the lines between online short and out-and-out commercial." The video, which "captures the first half of a fantasy soccer match between an all-star roster of Samsung’s 11 celebrity endorsers, and an alien team called the Hurakan, overseen by a hooded figure reminiscent of Star Wars’ Emperor Palpatine, is the culmination of a months-long campaign." While the package is “slick, Samsung will have to scrap for the World Cup limelight: after all, there are a lot of big brands out there on the world’s biggest stage, with plenty of marketing clout to boot.” An example is Nike's “Risk Everything” campaign, which “features a five-and-a-half-minute computer-animated video featuring the world’s best soccer players, playing a winner-takes-all final match against a faceless team of super-athletes ‘to make a stand -- to save football.’” Both Nike and Samsung feature Portugal MF Cristiano Ronaldo and England F Wayne Rooney in their ads (WSJ.com, 6/10). In Portland, Allan Brettman noted Portland-based Wieden+Kennedy and London-based Passion ad agencies “collaborated with Nike" to produced their animated spot (OREGONLIVE.com, 6/9). Meanwhile, T-Mobile and Univision launched a social media campaign called "El Gran Pase." Users can submit a video of themselves kicking a soccer ball with the hashtag #GranPase, with a chance to be included in the campaign alongside singer Shakira and other famous soccer fans (T-Mobile).