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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).