The World Cup is the second most watched sporting event.
In 2018, it had a global viewership of 3.5 billion.
In 2022, that number is expected to reach a record-breaking 5 billion.
The FIFA World Cup Qatar 2022™ is the first time the competition will take place in the Arab world, and also the first time that the games are being held in November-December, rather than the middle of the year.
There are several reasons why marketers should try to capture the interest of football fans at this time; after all, they are passionate, engaged, and looking to be inspired.
Let’s take a look at a number of brands that are doing just that. Check out our roundup of the best World Cup marketing campaigns, and may the best team (and campaign!) win:
Visa and Crypto.com – Immersive digital experience
Crypto.com is the official cryptocurrency platform partner for the FIFA World Cup Qatar 2022™, and they are doing something very cool together with Visa to celebrate the games. Visa’s Masters of Movement auction is an opportunity for football fans to bid on 5 NFT digital artworks, designed by XK Studios using AI algorithms, inspired by the goals of legendary football players. The winning bidders will receive their NFT via their Crypto.com wallet. But there’s more. During the month-long FIFA Fan Festival™ at Doha, football fans can create a personal NFT artwork based on their own football moves. Participants are invited to stand on a special digital LED pitch where they act out football poses, which will be transformed into a unique souvenir NFT. The perfect blend of interactive technology, football, and art to engage fans and make them a part of the unique experience of the games – physically and digitally.
FOX Soccer featuring Jon Hamm – The World Cup meets Christmas
For the first time, the World Cup in 2022 is taking place in November/December, right in time for the Christmas holiday season. The FOX Soccer channel is making light of the confusion with amusing commercials featuring actor Jon Hamm. It’s always fun to see Hamm hamming it up for the cameras, and he does it here – posing as Santa Claus who now has to compete for attention with the world’s biggest sporting event. These ads are great fun, very watchable, and somehow put you in the mood to celebrate big on both fronts. Check them out here and here.
Kia – #KiaInspireTogether
Ok, so where do we start? Kia, the official mobility partner of FIFA World Cup Qatar 2022™, is going full strength with a multi-faceted global marketing campaign to celebrate the games. The overarching theme is “Inspiration”, and the brand reminds us that football is much more than a sport to billions of people all over the world. Every four years, the games inspire us all to greater things. The #KiaInspireTogether social media campaign encourages people to create and share content showing their passion for their team. The best content will be chosen by Kia and incorporated into videos that will be shown on electronic boards at the stadiums. And that’s just the start. Kia is also promoting the personal stories and inspiring hopes of the 64 children who are participating as Official Match Ball Carriers. And Kia’s fleet of nearly 500 passenger cars, buses, and EVs will transport the players, referees, and staff throughout the games.
Frito-Lay – Football inspired flavors
Soccer and snacking, that’s what the Frito-Lay World Cup campaign is all about. The chips brand is offering three limited edition flavors to the North American market to celebrate the games. But it doesn’t stop there – the brand is also getting into the digital mood with an interactive campaign. The Lay’s World Cup-inspired products feature a special QR code on the packaging. Customers can scan the code and register on the platform, and their photo will be featured on a huge digital soccer ball. People can click on any photo to see which team the individual is rooting for. The first 350,000 people to register receive a unique NFT artwork of their photo. At Frito-Lay, this year’s World Cup is all about user generated content (UCG) – and delicious snacks of course.
Hisense – “Perfect Match”
Consumer electronics and appliance brand Hisense is engaging the global World Cup audience with a marketing concept that is always a winner: a competition to win major prizes. Fans who purchase a Hisense product from a retail store or online simply upload their receipt to a dedicated site and they are in the running to win from a wide range of exciting and premium prizes, such as 100-inch laser TVs, side-by-side refrigerators, and other appliances, as well as tickets to semi final and groupmatch World Cup games. I mean, what more do you need to enjoy the FIFA World Cup™ than a huge TV, fridge, and maybe even a chance to attend a game in Qatar?
Hyundai – Sustainable football jersey
Cars, fashion, sustainability. The World Cup brings together the most unlikely of partners for marketing collaborations. In honor of the FIFA World Cup 2022™, Hyundai launched its “Goal of the Century” campaign, focusing on its sustainability goal to reach carbon neutrality by 2045. As an official sponsor of the games, Hyundai aims to generate conversation and ideas around environmental sustainability, inspired by the passion and community that football brings. That’s where fashion comes into the picture. Hyundai has selected several ambassadors for “Team Century”, and they have been promoting various initiatives and projects around the sustainability theme during 2022. One such ambassador is American fashion designer Jeremy Scott, who has taken the traditional football jersey and designed a sustainable version made of upcycled plastic bottles.
Aldi – “Feast of Football”
Aldi grocery chain is another brand taking advantage of the timing of the FIFA World Cup 2022™, landing as it does in the busy Christmas holiday season. They’ve released a parody commercial by McCann UK that recreates the famous Nike ad for the 1998 World Cup in Brazil, but this time with Kevin the Carrot and other food friends, instead of the Brazil football team. Full of cultural references, nostalgia, and a whole lot of fun – we love it!