Well, this FIFA World Cup 2010 is now complete, with a legitimate winner, arbitration disastrous, a team from France pitiful of vuvuzelas and star of the competition that is not a player but an octopus without forget the omnipresence of the sponsors and the commodification of the event. So I'll make a little stock of this World Cup, not on the sporting aspect, but marketing.
- The France dropped by his sponsors
- South Africa set aside
This cup the world took place in South Africa, but I feel that the country has been somewhat neglected for two reasons. First, the mascots of the competition were made in China. This caused a scandal because South Africa is a country suffering from unemployment and the price of labor is not really an obstacle to local production. Other
shelved, it relates to the official anthem of the competition. Indeed, the interpreter of the song is not South Africa but in the person of Colombian Shakira. South Africa is a large country, it is well have interpreters worthy of the name, but unfortunately less "bankable" than Shakira. For cons, the song, she is African because it is a plagiarism (partial) of a song dating back to Cameroon in 1986 (see clip below), without permission of course even if a friendly agreement was found (you never know with any luck no one would be reported).
- A balloon annoying
Then, this ball has a lot about the players' side and especially goalies who was widely criticized because of its approximate trajectories.
Then, what surprised me and disappointed is the presence of the ball during press conferences in the middle of microphones and his colleagues advertising. I do not understand why none of the players or coach has ever defeated sent waltz, particularly towards journalists.
- Coca-Cola that can adapt to the event and the public
Coca-Cola has a history of sponsoring major sporting events such as course World Cup Football. Thus, for this edition, the brand wanted to associate its positioning festive (Opens Coca-Cola opens happiness etc ...) in the celebrations of goals. A competition has been launched on their YouTube channel where participants could post their celebration continues to make a celebration with all these videos.
What bothers me is that Coca-Cola by joining in the celebrations of goals, therefore joins in the joy, the performance but also individualism and ingratitude towards teammates as much or more deserving . And where the mark is a partner of the Rugby World Cup, the discourse changed radically as Coca-Cola prefers to evoke the values of solidarity, teamwork, that are related to rugby and football totally opposite to the celebrations of scorers.
regards the promotion of the transaction, Coca-Cola has made a TV spot with the participation of the Cameroonian Roger Milla who was the first player celebrated a goal by dancing and has occupied the land media openly criticizing Paul le Guen, Cameroon coach before the start of the competition. A way to talk to him and thus indirectly the campaign of Coca-Cola? I have really dirty minds.
Similarly, Coca-Cola has chosen a song that feels good for Africa to support its campaign. It's the song "Wavin ' Flag "performed by K'nann, a Somali-Canadian singer. The peculiarity of this song is that it was appropriate for the occasion for the world market with a multitude of versions performed by K'naan accompanied by local singers. Wikipedia has therefore identified 17 with an Arabic version, Brazilian, Chinese, Greek, Haitian, Hungarian, Indian, Indonesian, Japanese, Mongolian, Nigerian, Russian, English, Sri Lankan, Thai, Vietnamese and of course with the French singer Fefe. Note that many countries are not even qualified for the competition.
With this approach, the commercial aspect of the music reaches its climax. I am very disappointed that Coca-Cola has not taken the concept further by offering users to conduct their own version of the song by incorporating their photo and voice.
Examples of versions of the song (I have not had the courage to listen to them all):
To return to the celebrations of goals, it seems that one of them had been sponsored by McDonald's .... The Portuguese player Simao scored a goal during the match against North Korea including the celebration strangely resembles the one he performs in a TV commercial for McDonald's. Vera we soon players proudly display a sponsor on their shirts (which they usually pass on a message of support in particular) after scoring like the skiers show off their skis and their mark after each race?
- competitors of official sponsors who want their share
The official sponsors of this World Cup have been very present, but some competitors were still able to enjoy talking about them.
Pepsi and Nike, competitors historic Coca-Cola and Adidas have communicated with the event based on the players that these two brands with sponsor campaigns even more successful, rather than sponsors of the competition, especially on the Nike campaign . Pepsi on the competitor's trademark was her song as interpreted by the African Senegalese Akon to accompany his campaign .
But the brand that has perhaps the most talked about her, is the brand of Dutch beer Bavaria. Indeed, the brand of supporters dressed in robes Dutch advertising (just like the brand Sun at the last World Cup rugby ). However, some of these supporters have been warned to and pursued by FIFA as the organizing federation of the World Cup has signed an exclusive contract with rival Bud. But the Dutch brand is a repeat offender because she had dressed supporters a strange overalls advertising during the 2006 World Cup in Germany.
Other Dutch beer brand, Amsterdam, for its part has benefited from the presence of the Netherlands in the final to communicate on the L'Equipe newspaper, referring to their defeat while the brand of fruit juice Sunny Delight (team sponsor of Spain) it has, of course, congratulated the team victory.
- Celebs unexpected
Indeed, the stars of this World Cup were not players but an octopus and the famous vuvuzelas. Advertisers have taken advantage of this enthusiasm for these new stars by using them in their campaigns with the advantage of being less expensive than the players.
- Paris sports online
So my record for marketing this World Cup Soccer 2010, admittedly incomplete, but enough to realize that brands, whether they are sponsors of the competition or not take more space in an event that was originally a purely sporting event.
