There is a football fever around the world due to 2010 World Cup. Since December 2009, few advertisers had started their online advertising campaigns which were related to World Cup/ football. By June 18, a week after 2010 World Cup started, there were 57 online advertising campaigns, with amounted 3.6 million ad spend, launched by 44 advertisers in Hong Kong.
Chart 1: Number of Campaigns & Total Ad Spend by Industry.
Shopping/ Retail was the top industry launched World Cup/ football related online advertising according to the number of campaigns, followed by Food/ Beverage and Entertainment industries. There were 18, 12 and 8 campaigns launched during the period respectively. Whilst Food/ Beverage was the top industry in terms of ad spend; that it spent 1.4 million on those campaigns.
Nike, Adidas and McDonald’s were the top three advertisers in terms of number of World Cup/ Football related campaigns; that they had launched 5, 4 and 3 campaigns respectively. When comparing with total ad spend, McDonald’s was the top advertisers among the others, who spent around 740K on the campaigns, followed by Visa and Sony.
Chart 2: Number of New-Start Campaign by Date
World Cup/ Football related campaigns were mainly started after April, and the peak of new-start campaigns was the week after World Cup opened. There were 16 new campaigns launched within one single week; while there were 8 new campaigns launched in the week when World Cup opened. There were totally 38 World Cup/ Football related campaigns running during the period.
For promotion gimmicks, lucky draws, prized World Cup quiz games, and redemption of limited World Cup souvenirs were commonly found, apart from some direct product/ service promotions, e.g. Extension of Delivery Service Time Promotion by KFC. There were also some interactive game promotions, either in social networks or company websites, to enhance customer engagement to their brands. Football Matchups Game on Facebook by Adidas, Yahoo! Penalty Shootout Free Online Game Promotion by Budweiser, and Football – Make Your Own Advertisement Clip Promo by Nike, were some examples.
Chart 3: Top Publishers by Ad Spend
For channel usage, there were 143 publishers in total used for those campaigns. Discuss.com.hk, Uwants and Yahoo!HK are the top publishers in terms of number of campaign launched. It reflects that advertisers were more targeting to the mass market. There were 22, 19, and 18 online advertising found on their portals respectively. Yahoo!HK, on.cc and Atnext.com were the top publishers according to total ad spend.
To conclude, 44 advertisers from 8 industries took 2010 World Cup as a gimmick to their promotions; for who spent 3.6 million on online advertising so far. Lucky draws, prized quiz games and limited souvenirs were commonly included in their promotions; while some brands aim to enhance their online brand exposure by providing special designed interactive games, addition to online advertising for their promotions. There is one more month to go before the end of 2010 World Cup. It is expected that there will be more and more related online campaigns in the market, especially in the week of final matches. We look forward to seeing marketers’ creative ideas in coming World Cup related online campaigns.
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