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SBD/June 13, 2014/Marketing and Sponsorship
ESPN, Univision In Strong Advertising Position For Final FIFA World Cup Broadcasts
Published June 13, 2014
IT'S AN AMBUSH! AD AGE's Michael McCarthy noted with the World Cup starting, Volkswagen rolled out its "ambush marketing plan for Golf GTI." VW's ad agency, Deutsch, L.A., will "dance around Hyundai's exclusive sponsorship of TV halftime shows on ESPN and Univision by inserting so-called 'Gooooooooolf Celebration Videos' on ESPN.com and Univision.com." When goals are scored, these digital banners "will pop up." Viewers "will see different-colored GTI's (matching the national colors of the country that scored) racing across the pitch." Instead of the "familiar fan cry of 'Gooooooooooooal' they'll hear 'Goooooooooolf.'" The company also is "planning a homepage takeover of both" ESPNFC.com on June 24 and ESPN.com on July 4 (ADAGE.com, 6/12). Meanwhile, AD AGE's Tim Peterson noted YouTube "will air ads during every World Cup match," and started doing so with Thursday's Croatia-Brazil opener. The ads "will kick off the campaign's second wave and promote channels for Vice News and Maker Studios' Epic Rap Battles of History." The spots "touting Epic Rap Battles will hit first and air to audiences" in N.Y., Chicago and S.F. A YouTube spokesperson said that the ads promoting Vice News "will follow in the coming weeks" (ADAGE.com, 6/12).