Take a shot this summer: how to use the World Cup to up your marketing game

At the heart of omnichannel marketing is the customer. You go to them, where they are, where they want you to be. What we are currently experiencing at the 2018 World Cup is a perfect example of this.

One of the most interesting things I noticed right from the off was the lack of batch and blast marketing with bland, generic, slightly football related content. Of course, there will always be some. Supermarkets, take-outs and travel brands who have special World Cup offers – Ryanair have a limited time sale, Iceland and Co-op have offers on food and drink, and Uber Eats are offering 50% off first orders – but there has been a distinct lack of brands throwing caution to the wind and jumping on the World Cup bandwagon.

Instead, consumers are getting a hyper-personalized experienced via apps and social media. Do you want to know everything that’s happening as soon as it happens? Get the FIFA app. Interested in a free beer while watching the England game? Budweiser have an app for that.

World cup apps

Maybe you’re not interested in the football at all – that’s okay. The likes of Boohoo and ASOS scheduled push notifications about their sales to coincide with the kick-off of England’s World Cup campaign.

Unfortunately, these kinds of tactics are to be expected by big brands. But that doesn’t mean you should let this opportunity pass you by. So how can you make the most of the World Cup fever gripping the globe?

1) Think of your fans

There’s no point running a world cup themed campaign if your audience aren’t going to be engaged, so make sure whatever you do it’ll appeal to your customers. Domino’s’ social media campaign captures this perfectly. Branding themselves ‘The Official Food of not Going to International Football Tournaments’, they created a series of videos featuring former footballer Jimmy Bullard enjoying the World Cup from home. Its tongue-in-cheek humor and popular front man perfectly appeals to their target customers. On the flip side, NowTV is appealing to those hoping to escape the football by offering box set selections for those who ‘don’t give a damn’, are a ‘sore loser’, or have been ‘dumped for the football’.

World cup campaigns

2) Dominate the game

So far, mobile marketing – via apps, videos, and social media – is dominating World Cup comms. Whatever tactics you adopt, make sure you’re optimized for mobile. The summer is here, and people are making the most of it, so catch your customers wherever they are and make sure the journey you invite them on is one they will can enjoy. Get started with designing your emails for mobile by checking out our latest best practice guide.

3) Be ready for anything

One of the most exciting things about the World Cup is its unpredictability. Utilizing the moments nobody expects is a fantastic way to engage with your customers throughout the month when the world goes football mad. Amongst the biggest surprises so far has been Iceland’s draw with football aficionados Argentina. This has been wholeheartedly embraced by the Iceland Foods who has been filling its social media feeds with hilarious comments about their unexpected success.

Iceland tweets

4) Don’t score an own goal

Don’t ruin your chances of winning big. FIFA have strict rules about how you can and can’t advertise during the competition. Their “Official Marks” must not be used in unauthorized marketing. This includes the official emblem, trophy and mascot. Additionally, they have a range of “word marks” – specific wording relating to the event – that you can’t use in your promotions such as ‘FIFA World Cup’ and ‘Moscow 2018’. There are still plenty of ways to get in on the action. Sporting phrases and terms like ‘Summer of football’ are the best way around this. More information about the FIFA advertising guidelines can be found on their website.

5) Capture the spirit of the game

One of the most important things to remember is to have fun! It’s summertime and your marketing should embrace the fun and excitement that comes along with the World Cup. Your customers will have their highs and lows, or they may not care about it at all, but make the most of this opportunity to try new things. Did the underdog beat a top tier team? Follow one surprise with another and have a flash sale to celebrate! Are you looking to expand your contact list? Why not organize a world cup themed competition to encourage sign-ups? Maybe think about adapting your abandoned cart automation to include a “did you get distracted by the football” message.

 

For ideas and inspiration about how to improve your email game, head to our resources page today.

This site uses cookies to improve your user experience. By using this site you agree to these cookies being set. To find out more see our cookies policy.