June 16th, 2010 
admin 
According to a recent report, the “flashforward” World Cup TV ad campaign of Nike has successfully “ambushed” the marketing efforts of official FIFA World Cup 2010 sponsors such as Adidas and Coke.
The 3-minute ad by Nike has proved to be a noteworthy factor in building massive online buzz for the brand. The advertisement featured flashes of the future lives of stars such as Wayne Rooney and Cristiano Ronaldo as they succeed, or fail, during a tournament.
From Guardian.co.uk:
Nike, which is not an official sponsor of the World Cup, had more than twice as many references in relation to the World Cup than official sponsor Adidas.
Adidas had the second highest level of mentions, and therefore share of World Cup buzz, with official sponsors Coca-Cola, Sony and Visa filling out the top five slots.
Carlsberg, which recently launched its own star-studded “best team talk in the world” TV campaign, ranked sixth. The brewer is not an official World Cup sponsor. Official beer sponsor Budweiser did not appear in the top 10 in the report.
Adidas recently struck back with a TV ad featuring celebrities in a remix of the famous cantina scene from the 1977 Star Wars film. The ad launched on 5 June and given Nielsen’s research only covers the period 7 May to 6 June the German sportswear giant will be hoping its digital buzz factor has significantly increased since the report.
Pete Balackshaw, executive vice-president of digital strategy at Nielsen, said the study shows that savvy and compelling marketing could establish a sort of connection in the eyes of consumers without an expensive sponsorship check.
Posted in 
Tags: 
