The World Cup in Russia is facing a fierce battle. With the appearance of all the 32 participating teams, this is the focus of the world's attention. The world’s top marketing IP, the feast of brand merchants is also synchronized. To open up, they are looking for various marketing resources and channels in the market to carry out marketing activities related to the World Cup.
As the highest level of participation in China after the 2002 World Cup in Korea and Japan, the current World Cup can be said to be full of relevant elements in China. In terms of major brands, they have found 10,000 kinds of hot spots. In the field of home appliances and consumer electronics, there are brands including Hisense, TCL, Changhong, Vantage, Wanhe, and other brands that have established close ties with the World Cup and related resources.
Among them, Hisense is the official sponsor of this World Cup in Russia, and is naturally the 'number one player' of World Cup marketing. After paying approximately RMB 500 million in sponsorship fees, Hisense enjoyed the advertising rights granted by FIFA, such as enough. Exposed on the scene. In the French European Cup sponsored by Hisense two years ago as an example, in a total of 51 games, Hisense’s single-player advertisement showed 415 seconds, and the accumulated exposure time reached 21165 seconds. Of course, Hisense is bound to make full use of its official sponsorship. The identity of the business, during the one-month competition, frequent frequent intensive advertising bombardment (I believe that Hisense TV commercials featuring 'Volunteer' Benedict Cumberbatch has left a deep impression on many viewers) .
Hisense's success has also inspired more and more sponsorship enthusiasm for Chinese home appliance brands. However, this official sponsorship is a scarce resource and has strict exclusivity. Therefore, most brands still use World Cup participating teams and star players The World Cup is a four-year hot spot to deal with. Their appeal is generally to invest certain resources in carrying out differentiated marketing that is not only in line with the brand positioning but also does not infringe on intellectual property rights. It never misses the hot spot of the World Cup.
It is not difficult to find that whether TCL signed Neymar as the global brand ambassador or Vantage, Wanhe has become the official sponsor of the French team and the Argentine team. The resources they choose are all players who have high attention from the fans and who are highly likely to win. After all, competitive sports is a game that defeats the winners and winners take them all in. The brand side naturally hopes that players or teams betting on themselves can become World Cup champions.
In fact, long before the World Cup was inaugurated, the brands that signed the World Cup-related resources began a series of dazzling marketing actions. The typical one was the creative marketing of the kitchen brand Vantage's 'France team wins, Vantage returned full funds'. Nowadays, with the deepening of the competition, these brands are bound to start this marketing battle according to their own budget and positioning.
In addition, it is worth mentioning that the brand equity of home appliances consumer electronics is a long-term accumulation process. Therefore, when grafting on the world's major event resources and signing top sports stars, we must consider whether or not the follow-up investment should continue. After this one-month World Cup match ended, people’s enthusiasm gradually subsided. It is also crucial for the brands to better play sports marketing. In this regard, Samsung and Sony have passed the Olympic Games. The continuous investment in the World Cup is a positive case worth learning from.
