World Cup’s fine print: how big brands take advantage of victory (and defeat)

You’ll need to read Spanish for this one, but if you don’t, our Chief Prizeologist, Sarah Burns, told ICON (the magazine of Spain’s largest newspaper EL PAÍS), FIFA’s rules on prize promotions, noted that she had advised clients against World Cup pizza promotions in case Italians, who had been knocked out of the competition, got upset, and discussed specific promotions by Budweiser and Auto Trader.

She commented, “If brands are clear about what their objectives are – for example, they might want to increase their levels of customer engagement or build their social media following – and structure their promotion to deliver those objectives they will achieve them, but they need to think through their strategy carefully and execute their promotion effectively or the promotion may backfire and could damage the brand.

“Only official sponsors are permitted to use the World Cup for marketing purposes – the guidelines are very strict – so it’s always interesting to see how non-sponsors work around this to drive sales and create an association with the World Cup without risking the wrath of FIFA.”

You can read the full article here.




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