World Cup latest overseas social media marketing case and lightning protection manual

Nov 18, 2022
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The four-year World Cup is coming soon, and this World Cup will be held in Qatar, a Middle Eastern country, from November 20, 2022 to December 18, 2022. Whether you are crazy about football games or not, the World Cup is a carnival that attracts global attention. For overseas brands, this marketing node is also an excellent opportunity to obtain huge traffic.

However, it is worth noting that the use of the World Cup logo or game clips for marketing and material production is explicitly prohibited for brands other than sponsors in the "World Cup Copyright Rulebook" officially released by the World Cup (in the background of the official account Reply to the keyword [World Cup Rules] to download the complete guide).

So in the face of huge traffic and excellent sports marketing opportunities, are non-sponsor brands unable to participate? How to play the marketing hotspot of Qatar World Cup without violating the copyright and rules of the World Cup? In today's article, we will combine the successful social media marketing cases of sponsors and non-sponsors in this World Cup and the official regulations of the World Cup on marketing activities to explain how to join this football feast within the scope of safety and permission !

  1. How official sponsors play the World Cup: McDonald's, Hisense, Qatar Airways

  2. Interpretation of World Cup Copyright Rulebook

  3. 5 successful ways for non-sponsors to join World Cup marketing

How did Qatar World Cup official sponsors start overseas social media marketing of World Cup hotspots?

Qatar World Cup (FIFA World Cup Qatar 2022) is a World Cup with many "creative" meanings. It is not only the "first" in history to be held in Qatar and Middle Eastern countries, but also the "first" to be held in the northern hemisphere winter. The World Cup is held by countries that have not participated in the World Cup.

McDonald's: "ooo" creative text linkage with Qatar World Cup detonates hot spots

Overseas social media marketing formula: Creative posts + marketing hotspots + celebrity boost + active interaction

On November 10, McDonald's Twitter homepage posted a popular post with 600,000+ interactions. This is a "nonsensical" creative post with pure text. McDonald's published more than 200 "o" letters that directly aroused the curiosity and interaction of fans and users.

Then, McDonald's revealed the "mystery" in the comment section of the post, and released its latest Qatar World Cup-related TVC advertising video "Wanna Go To McDonald's", explaining the "Gooooooooo" content hidden in its "ooo" post.

This creative video combines the marketing nodes of the World Cup in Qatar to detonate hot spots. It not only gathers multiple football game-related scenes and characters to shoot responsive themes, such as players going to the game by car, fans watching the game at the scene or in bars, bloggers explaining football games, wearing People in Middle Eastern clothing in Qatar, etc., also integrated into the KPOP artist ITZY group, social media celebrities @KhaybLame, @Castro1021 pictures to attract fans' attention.

McDonald's interacts with fan users in a more timely, continuous and humorous manner. Users can see a lot of interesting replies after clicking on the comments on the post.

As one of the sponsors of the World Cup in Qatar, Hisense also released a variety of fan benefits to users in conjunction with this marketing hotspot. In addition to guiding fans to pay attention to interactive lucky draws, Hisense also released a 100-day product trial benefit event, developed mobile games, invited fans to participate in snapshots and Reels interactive sharing to win prizes, and promoted its own products in a "quiet" manner. .

In addition, Hisense's Instagram global page warms up the countdown to the game through small game videos every day before the start of the World Cup. The videos are released in the form of fun games integrated into Hisense products, and the #PerfectMatch hashtag is set to match #FIFAWorldCup and other World Cup-related topics to gather traffic.

As the World Cup in Qatar approaches, Qatar Airways has also spared no effort to promote its brand on overseas social media platforms in combination with this excellent marketing node. From the marketing cloud products, we can see that Qatar Airways released a large number of posts related to #FIFAWorldCup this week, guiding fans and users to choose Qatar Airways to fly through content such as countdown and World Cup celebration.

How should overseas brands combine hot spots to join this carnival?

What we need to pay attention to here is that not all brands can bundle the World Cup as unscrupulously as the above brands. Non-sponsor partner brands can only participate in this world-class competition if they abide by the intellectual property content of the World Cup. carnival. To this end, FIFA has released a detailed World Cup Copyright Rules Manual, and you can get the complete document by entering the keyword [World Cup Rules] in the background of the official account.

Here is a summary of the important things to pay attention to in terms of overseas social media:

Important

  1. Brand official homepages are not allowed to directly post World Cup copyright images: such as World Cup LOGO, mascots, posters, trophies, etc.;

  2. The official homepage of the brand cannot directly forward the official posts of the World Cup with promotional information. This right is limited to sponsors and partners;

  3. Try to avoid using World Cup official Hashtags for commercial promotion on the brand’s official homepage, such as #FIFAWorldCupQatar, #FIFAWorldCup, etc.;

Under the premise of not violating the copyright rules, overseas brands can use these overseas social media marketing methods to "scrape traffic":

  1. The team wins and loses votes to gain popularity

Use overseas social media platforms such as Instagram (Story), Snapchat (Story), Twitter (voting) and other overseas social media platforms to post World Cup winning and losing voting activities to improve the interactive performance of the homepage

  1. Use the functions of overseas social media platforms to support the team

Recently, Snapchat launched a number of new filters related to the World Cup in keeping with current events, giving users more social interaction tools to support their favorite teams, detonating social hotspots. As shown in the picture below, Snapchat users can use face painting filters in team colors to cheer for the team (all teams participating in the World Cup will have exclusive filters), and can also try on team uniforms in AR. In addition, the platform will also launch a "ball game score filter" to update the World Cup in real time, so that users can take selfies to share and celebrate.

Brands going overseas can combine the functions of the platform and creatively participate in this marketing node to increase the popularity of brands and products.

  1. Combining the product and the World Cup competition scene to set up a lottery

Invite fans and users to participate in the interaction to win coupons, members and other benefits. At this time, each brand can introduce products through scene-based presentations: for example, fans can use Deliveroo to order food while watching the World Cup, and use a projector to enjoy a clear view, etc. For this type of post, you need to avoid using the official hashtag, and instead choose other relevant hashtags (such as the #ENGTUN contest hashtag) to interact with fans.

  1. Add a lot of football-related sentences and expressions in the post copy

Although the Qatar World Cup officially restricts the use of certain keywords, we can incorporate football-related expressions into the posts to support the athletes together with the fans.

  1. Fans post psychological jokes

The fun of the World Cup is to get involved in the glamor of the competition with everyone and to revel with the fans. Brands can release some meme pictures from time to time to express their concern for the event and arouse resonance among fans and users.

I hope this article can bring you some marketing inspiration, and I wish you all a good time in this World Cup marketing! If you have more needs for overseas social media marketing of the World Cup, or if you want to use marketing cloud products to improve your overseas social media marketing and management, please leave your contact information, and we will arrange overseas social media marketing experts to get in touch with you .

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