The following blog was written by Erin Golden, Media Relations Intern
A part of being a brand journalist is understanding and targeting news in real time; then, understanding how it can apply to your client. If you’ve been on social media lately, watched any TV, or even just heard the news on the radio there are probably three words you’ve been hearing over and over: World. Cup. Soccer.
Even though not everyone follows soccer in the four years between World Cup events, the world has united over social media this year, making it the biggest social media event ever. This type of real-time, large-audience news is a brand journalist's dream - and smart brands have used it to their advantage.
When focusing on “World Cup Brand Journalism,” there were a few key tools that successful brands have utilized to make their campaign stand out from the rest:
They used related and well-known faces to represent their brand.
When trying to target the largest audience, it’s important to stick with familiar languages, faces or universal understandings. When brands are campaigning during the World Cup, this is even more important, considering the types of audiences can range so widely.
In Nike’s #RiskEverything campaign, they created a multimedia ad that featured some of the most famous players in the world (for soccer non-enthusiasts, these would be people like Cristiano Ronaldo, Neymar Jr., Wayne Rooney). Normal kids playing a game of pickup in their yard had the power to morph into these famous players just by wishing it.
In order for an audience to connect to a brand, it’s important to have familiarity and understanding at the heart of the campaign.
These brands used visual/tangible audience participation to accompany their slogan, brand name, or campaign.
By creating the visual representation of unification and incorporating it with their brand, it’s the easiest way for the audience to relate and remember the campaign. If people can relate and interact with the brand and their image, it’s easier for them to feel included. In a digital world of social media, remember to connect outside of just the internet. For example, in Coca-Cola’s “The Happiness Flag,” included ‘selfies’ of soccer fans from 207 countries all over the world. Sometimes making a pitch using tangible products can be more impactful than just something seen on the computer or the television.
Most importantly, the brands successfully used a large, timely, world event to draw attention to their label - but not too obviously.
While both of these large-brand labels may not be known for their subtle branding tactics, both successfully steered the attention of their World Cup campaign to a global and united focus that didn’t focus around a marketing or sales-y kind of campaign. To me, this is what the best kind of brands do - and what a perfect time to engage with the entire world! After all, exposing their brand’s image to the largest audience is every brand journalist’s dream.
MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.