The 2010 FIFA World Cup is in full swing, and as the world's most popular and most watched sporting event (approximately 30 billion viewers internationally), it is a sports marketer's dream for reaching vast numbers of consumers, both in the host nation South Africa and in hundreds of nations across the globe.
For these reasons, much has been written recently about the viral and ambush marketing tactics employed by numerous brands, such as Nike, that are not official World Cup sponsors. In fact, according to this story yesterday in Advertising Age, and based on recent findings of a YouGov BrandIndex survey of consumer perception in the U.S., U.K., and Germany, "Nike has benefited from the FIFA World Cup more than any other brand despite not being an official sponsor of the event."
Why? Again, according to another report in Advertising Age, Nike's three-minute "Write the Future" video broke the record for the biggest audience in the first week of a campaign with 7.8 million views. That record, incidentally, was by another Nike ad: the somber and strange "Earl and Tiger" ad, which debuted earlier this year with 6.3 million views in its first week. In mid-May, Trevor Edwards, vice president of brand and category management at Nike, stated that the company's TV creative for the FIFA World Cup, including the "Write the Future" viral video, was "among the best we've ever done." Indeed, this is no small statement from a company renowned as "a master of the form."
Another Advertising Age reporter, in a blog post, commented: "It's a beautifully told story that transcends media formats to deliver a truly emotional and inspirational experience. In 30 seconds, it appears that Nike finally cracked the code by combining compelling narrative with the power of digital distribution. And, Wieden & Kennedy (Nike's ad agency of record) showed us what it means for a brand to truly participate in culture."
The ad, directed by Alejandro González Iñáritu (21 Grams, Amores Perros), features several of the game’s giants: Didier Drogba (Chelsea F.C and Ivory Coast), Cristiano Ronaldo (Real Madrid and Portugal), Wayne Rooney (Manchester United and England), Landon Donovan (Los Angeles Galaxy and the U.S.) and Ronaldinho (F.C. Barcelona and Brazil) — along with cameos from Kobe Bryant, Roger Federer, and The Simpsons.
If you haven't seen "Write the Future," it's worth checking out below. If you have viewed the video live or on YouTube, it's certainly worthwhile to give it another look. By far, this is one of the best viral videos I've ever seen, mostly because of its enormous creativity and beautiful production values.
For these reasons, much has been written recently about the viral and ambush marketing tactics employed by numerous brands, such as Nike, that are not official World Cup sponsors. In fact, according to this story yesterday in Advertising Age, and based on recent findings of a YouGov BrandIndex survey of consumer perception in the U.S., U.K., and Germany, "Nike has benefited from the FIFA World Cup more than any other brand despite not being an official sponsor of the event."
Why? Again, according to another report in Advertising Age, Nike's three-minute "Write the Future" video broke the record for the biggest audience in the first week of a campaign with 7.8 million views. That record, incidentally, was by another Nike ad: the somber and strange "Earl and Tiger" ad, which debuted earlier this year with 6.3 million views in its first week. In mid-May, Trevor Edwards, vice president of brand and category management at Nike, stated that the company's TV creative for the FIFA World Cup, including the "Write the Future" viral video, was "among the best we've ever done." Indeed, this is no small statement from a company renowned as "a master of the form."
Another Advertising Age reporter, in a blog post, commented: "It's a beautifully told story that transcends media formats to deliver a truly emotional and inspirational experience. In 30 seconds, it appears that Nike finally cracked the code by combining compelling narrative with the power of digital distribution. And, Wieden & Kennedy (Nike's ad agency of record) showed us what it means for a brand to truly participate in culture."
The ad, directed by Alejandro González Iñáritu (21 Grams, Amores Perros), features several of the game’s giants: Didier Drogba (Chelsea F.C and Ivory Coast), Cristiano Ronaldo (Real Madrid and Portugal), Wayne Rooney (Manchester United and England), Landon Donovan (Los Angeles Galaxy and the U.S.) and Ronaldinho (F.C. Barcelona and Brazil) — along with cameos from Kobe Bryant, Roger Federer, and The Simpsons.
If you haven't seen "Write the Future," it's worth checking out below. If you have viewed the video live or on YouTube, it's certainly worthwhile to give it another look. By far, this is one of the best viral videos I've ever seen, mostly because of its enormous creativity and beautiful production values.
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