Fanatics To Get Rights To NHL Playoff Apparel Fox Sees High Demand For World Series Ads Phelps Stars Alongside McBride In "Call Of Duty" Ad Snickers To Sponsor Second Season Of ELeague Cubs Poised For Marketing Opportunities MLB Partners Activating Around World Series Stewart-Haas Signs Apparel Deal With Nike Xbox Activates With Sounders Jerseys, Kiosks Microsoft Attempts To Improve NFL Tablet's Reputation MLS Sets Third Consecutive Attendance Record
SBD/June 20, 2014/Marketing and Sponsorship
MLS Deploys Superhero Narrative For Digital Campaign Around FIFA World Cup
Published June 20, 2014
|Dynamo's Garcia gets superhero treatment
in MLS campaign
BATTLE OF THE BRANDS: Following a goal by England F Wayne Rooney against Uruguay yesterday, which was his first at a World Cup, Nike on its official Twitter feed sent out a Vine video with the hashtag #riskeverything. That vine engaged with over 500 fans in less than two minutes, according to an analysis by Atlanta-based CSE. Just moments later, Uruguay F Luis Suarez scored his second goal of the game and following the game, adidas on its official feed tweeted out, “Two good. Luis Suarez #allin or nothing.” Two minutes after that adidas tweet, team Uruguay’s sponsor Puma tweeted out an image of the team celebrating with the hashtag #GarraCharrua. The Charrua are an indigenous people in Uruguay and “Garra” means to have moxie (CSE).