Live Issue: SP's World Cup XI - Campaign line-up
SP pundits Andy Duff and Rafael McDonnell round up who's doing what to exploit the coming footie fest by picking two dream teams.
DUFF'S TEAM TALK
"I've gone for a traditional 4-4-2 formation that combines a solid back line with some creative midfield options and slightly more maverick choices in front of goal. With its comprehensive coverage, Cereal Partners is a secure choice in goal because it has everything covered, while the defence provides a solid back four of big hitters with the promotional might of two official sponsors in the centre. An aggressive midfield of official sponsors is topped off by heavyweight but unofficial pushes that are sure to prove winners."
- Andy Duff is managing director of Atom Marketing and was formerly at Kellogg.
- Goal cereal partners
Cereal Partners' World Cup campaign has all the angles covered - from being the official licensed cereal to its broad consumer promotion that offers tickets to the tournament plus 5,000 Adidas footballs. There's also a Morrison's-specific promotion offering 10 FIFA Street 2 games plus a console. The offer should drive a switch in consumer purchase.
- Right back PG Tips
On the back of the highly successful Wallace & Gromit free mug promotion comes a re-run of this mechanic where the football mug is attached onto the pack of tea. Stores sold out of the previous promotion in a matter of days so, while not hugely innovative, this is a strong promotion with a proven track record.
- Central defence Coca-Cola
A promotional first in using a short code to enter your photo into this competition to win tickets every day throughout the tournament. While the time-specific element may lead to distribution and sell-through challenges, the short-term tactical execution works well with Coke's long-term football strategy.
- Central defence Budweiser
Punters can win World Cup tickets every 48 hours by sending MMS pictures of themselves with their Budweiser (or enter via the website) together with the individual "passport number" on the back of the bottle.Bud has executed this promotion very well, with bespoke packaging together with retailer-specific promotions such as Tesco's in-store tickets push.
- Left back Kellogg
Kellogg is offering a free cereal "Footbowl" to consumers purchasing two packs of cereal to be redeemed at the till and collected in-store. Left back is a problem position for the England team and similarly the mechanic might prove a problem for many retailers' supply chain operations, but this is a tried-and-tested push.
- Right midfield Reebok
Reebok's Believe campaign is an excellently executed promotion: buy any pair of shoes from the Reebok Classic range and get your money back if England win the World Cup. A clever promotion using the Believe headline to tap into national pride that England can win in Germany.
- Centre midfield Nobby's
Win a Pub for a night of the World Cup plus one million cans of Carling to be won. It uses a gamecard mechanic inside packs, and partners one of the UK's biggest lager brands. This can position Nobby's in the heartland of its target market and its prime objective will be brand building.
- Centre midfield Carlsberg
One million official England glasses to be won. This has great packaging using the players, the England flag, and clearly identifies itself as the Official England beer with the Three Lions badge. It utilises a text-and-win mechanic and builds on a long-standing association with football.
- Left midfield Gillette
Gillette has added to its World Cup ticket competition with a free World Cup highlights DVD in packs of Mac 3 Turbo razors. It's a high value premium together with excellent execution in-store. The wider tickets promotion reinforces the brand position but the DVD offer should drive penetration.
- Attack Sure
Sure's Wildest Fan Campaign is an on-pack and online drive that sees fans competing for club season tickets. This has had strong communication through sponsorship of Sky's Sports Good Morning Show. A truly integrated campaign that shouts as loud as any of the official sponsors.
- Attack Pringles
Pringles' Win and Play with the Dream Team is a fairly average promotion, but the mechanic is extremely innovative. Open a pack and if you're a winner, the tube shouts "GOAL". Winners attend a two-day training camp with footballing megastars such as Roberto Carlos and Stephen Gerrard.
MCDONNELL'S TEAM TALK
I'm kicking off with a safe pair of hands in goal with Mastercard, because it has seen action in many previous World Cup campaigns.
The solid back four is made up of official World Cup sponsors. Built on the firm foundations of a long-standing partnership, the centre of defence features Coca-Cola and McDonald's, with Gillette and Budweiser in support. Midfield is made up of brands piggybacking on World Cup fever - Nestle, Jaffa Cakes, Pringles and S&N. Class strikers Carling and Carlsberg complete my line-up.
- Rafael McDonnell is managing director of Red and former promotional main man at Coca-Cola.
- Goal Mastercard
After a long-standing relationship as one of the official sponsors of the World Cup, Visa could oust Mastercard from 2010 onwards. But its simple promotion gives Mastercard holders who use their cards in the run-up to the tournament the chance to win VIP tickets to the World Cup. A simple and safe mechanic.
- Right back Budweiser
Like most of the official sponsors, the drinks brand has opted for the classic chance to win match tickets. The opportunity to win a pair every 48 hours, using "passport codes" printed on bottles and cans, makes this highly appealing.
- Central defence Coca-Cola
Following on from its award-winning "Win a Player" football push, official sponsor Coca-Cola will be running a promotion asking consumers to send in photos depicting how much they love the World Cup. There are two tickets to be won every day in June.
- Central defence McDonald's
McDonald's has already kicked off its World Cup campaign with the chance for children to become official team mascots during the tournament. This will undoubtedly be followed by an in-store promotion nearer the time, building on the fast-food giant's association as an official sponsor.
- Left back Gillette
Gillette is using its official sponsor status to offer consumers and three mates the chance to win four tickets to the World Cup final. The lower-level tier prizes include footballs, polo shirts and scarves. This is a fairly predictable though sturdy promotion from one of the official sponsors.
- Right midfield Pringles
Pringles' take on exploiting the beautiful game is offering consumers the chance to meet and greet as well as play football with a dream team of international footballers who are featured on-pack. Like Gillette, it too offers a lower tier of signed shirts and football goodies. It's in the squad because for a non-official sponsor, it gets good mileage out of football personalities.
- Centre midfield Nestle
It may not be an official sponsor, but you've got to hand it to Nestle for the way it has set about exploiting cup fever: a cross-brand push that teams up with some of England's winning 1966 World Cup players to offer 66,000 retro replica 1966 England football shirts. The England heroes will feature on-pack, and consumers have to text to win.
- Centre midfield Jaffa Cakes
As official snack of the England team during the World Cup, Jaffa Cakes has signed up Ian Wright to offer trips to Germany, alongside McCoys and KP Nuts. Given his status as a BBC World Cup pundit, the use of former England player Wright is a neat tie-in.
- Left midfield Scottish & Newcastle
With this on-pack promotion running on Foster's, John Smith's, Kronenbourg 1664 and Strongbow, the offer is the chance to collect free bets through Ladbrokes.com. There are £5 bets to be claimed with each pack and the chance to win a £1,000 bet via a weekly draw.
- Attack Carling
The beer brand continues the Carling "Love Football" campaign with a promotion offering consumers a match forecast on special packs, giving them the chance to win £50. The high win ratio of one-in-six cans and one-in-four bottles makes this highly appealing for the target audience.
- Attack Carlsberg
The simplest promotions are often the best, and Carlsberg has opted for a promotion featuring images of England players using its England team sponsorship, with the added incentive of a chance to win a limited-edition branded glass. When many other brands are offering the chance to win match tickets, it's highly probable that this simple offer will win through.
This article was first published on marketingmagazine.co.uk
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