Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into Fox Sports’ biggest marketing campaign ahead of the awaited 2022 FIFA World Cup.
The world’s most prestigious football event is back! Which country are you rooting for?
The FIFA World Cup is the most anticipated sports tournament in the world. Every four years, the World Cup brings together the best 32 national teams for a month-long tournament. It began on Sunday, November 20th, 2022, with a variety of media outlets globally capitalizing on the incredible views. Fox Sports, one of the United States’ leading sports broadcasters, has launched their largest World Cup marketing campaign, which has been successful in engaging with soccer fans.
This year’s FIFA World Cup is unlike any other because it took place in the fall rather than the summer. As a result, broadcasters had to shift their usual ad copies leading to headlines such as “Tis the FIFA World Cup” starring Jon Hamm as Santa Claus, Tom Brady, Mariah Carey and Ellie Kemper. The campaign capitalizes on the Christmas holiday season, which begins immediately after the World Cup wraps up. According to Robert Gottlieb, who was recently promoted to Fox Sports’ president of marketing, the marketing campaign was designed in such a way that it will not only attract core soccer fans, but will also have a broad reach and attract more crowds. Therefore, as part of the nature of the World Cup, there is a need for the media to sell something broader than a soccer tournament.
Fox Sports does it in various ways, firstly making the most out of their main media which is TV. Says their budget is not that gigantic, Fox Sports look to demonstrate value out of everything they put out, built something inherently visual that can go on TV and TV is where they can get scale for that activation and messaging. For the first time, the network will have a Macy’s Thanksgiving Day Parade World Cup-themed balloonicle called Striker. In which, in this case Fox Sport collaborated with NBC, since they are the one to have the broadcasting rights, including the Spanish-language U.S. broadcast. Secondly, Fox Sports is also installing World Cup snow globes in various cities across the U.S., placed in big events such as World Series, Cowboys Thanksgiving day game, and other events. Thirdly, in another effort to attract casual fans, Fox Sport will be hosting watch parties of key matches in New York City’s Time Square and Port Authority. Lastly, Fox Sports also use traditional marketing techniques, such as the out of home marketing, OOH posters placed strategically, recognizing that many people will not be at home during the matches due to the time difference.
In conclusion, nowadays we mix both traditional and modern marketing strategies. As a matter of fact, what is more important is the placement of the advertisement. Collaboration is also encouraged, to be able to reach a broader market than the existing consumer.
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