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.

 

 

 

Postal entries unfairly excluded from ITV promotions: Avid readers of the Prizeologist blog may remember that back in August this year we posted that ITV had gone to the broadcasting regulator Ofcom, head bowed and cap in hand, to confess that a number of its on-air competitions had not been run fairly. Ofcom has now […]

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Scam alert: Cadbury chocolate hamper

Anyone out there who likes chocolate? Thought so. Anyone out there out who would like to win a hamper stuffed full of slabs of Dairy Milk, piles of Chocolate Buttons and handfuls of Curly Wurlys? Yes, thought so too, but if you do, don’t enter a prize draw on the Cadbury Reward Facebook page, because […]

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Running a prize promotion on Facebook

It’s been a while since I’ve talked about how to running a prize promotion on Facebook  but it’s a topic worth revisiting, partly because the rules are updated from time to time, and partly because those rules mean it’s not quite as easy as you might think to use the social media platform as a […]

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