Over the last several weeks, World Cup-related advertisements have increasingly ramped up as the big international tournament grew closer and closer. Now that World Cup 2014 is underway, these advertisements are almost inescapable. However, that doesn’t mean that the market for them is saturated; people clearly are enjoying these ads, as World Cup-themed ads have tallied up more than 1.2 billion minutes worth of views from soccer fans on YouTube alone.
While this shows just how big of a deal the World Cup is on an international level, it also goes to show the power of creating marketing campaigns that revolve around major cultural news or events. Many advertisers have taken advantage of World Cup fever, knowing that these four weeks of the tournament will see huge jumps in soccer-related search terms on Google and YouTube alike.
What’s also interesting is the type of advertisements we’ve seen gain massive popularity over this time period. Let’s take a quick look at a couple of the most popular ones:
Beats by Dre: “The Game Before the Game“
This five-minute advertisement has become one of the most-shared and most-liked World Cup videos on YouTube since it debuted a few weeks ago. Typically video marketers preach about the importance of brevity in advertisements, but this is an exception to the rule. This Beats ad is less of an “ad” and more of an “experience.” Sure, the Beats headphones feature prominently at certain points in the ad, but this is more of a five minute short film about the building anticipation for a major international event. With this video, Beats has taken the “storytelling” approach that we endorse and combined it with the power of a cultural phenomenon like the World Cup.
Nike: “Winner Stays“
Another longer advertisement, this four-minute Nike spot racked up a whopping 80 million views and features special appearances by a huge number of soccer superstars. Again, Nike’s breaking the “brief is better” rule and getting away with it because they’re marketing a shared cultural experience more than a product. They gained huge views because they were able to capitalize on people’s World Cup excitement.
Obviously, brands like Beats by Dre and Nike have significantly more power and exposure as brands than your average small business, but the idea remains the same: creating video marketing plans that align with major cultural events can correlate with some big-time success. Today’s biggest brands understand this, and that’s why World Cup ads have already had more success than Super Bowl ads.
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