INTEGRATED MARKETING

COMMUNICATION
OF
FIFA WORLD CUP 2014

GOALKEEPER
CENTER-HALF
FULL-BACK
MIDFIELDER
WINGER
STRIKER

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C016
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ANKIT CHOWDHARY
TANVI GOKHALE
SAHIL GOYAL
PRARTHANA GULATI
ABHISHEK GUPTA
VISHAL VARADHARAJAN

ABOUT FIFA 2014

The
It
was
FIFA
theWorld
first World
Cup 2014
Cupwas
to bethe
held
20th
in FIFA World Cup
This was
South
America
the second
since the
time
1978
thatFIFA
Brazil
World
hosted the
competition
Cup
in Argentina
Only
It
wasMexico,
also theItaly,
first France
FIFA World
and Germany
Cup to usehave hosted
the Worldtechnology
goal-line
Cup twice before

An estimated more than 1 billion people

watched the final match

 The tatu-bola,
an armadillo
that defends
itself from
predators by
rolling up into
a ball
Fuleco along
with the FIFA
World Cup
Trophy that
visited 88
countries

Music

Globo Marcas
has been
appointed the
master
licensee by
FIFA for all
retail products
related to the
2014 World
Cup
The Caxirola,
the officiallyrecognised
tournament
instrument

Mascot

The official
logo of the
competition is
entitled
"Inspiration",
and was
created by
Brazilian
agency Africa
It is meant to
represent
Brazil warmly
welcoming the
world to their
country.

Merchandising

Logo

BRAND COMMUNICATION

In January
2014, FIFA and
Sony
Music announ
ced that the
official song
for the
tournament
will be "We
Are One (Ole
Ola)" by Pitbull

INTEGRATED MARKETING
COMMUNICATION
Word-ofMouth
Marketing
Personal
Selling

Advertising

Direct
Marketing

IMC

Sales
Promotion

Interactive
Marketing

Public
Relations
Events and
Experiences

OBJECTIVE
Football is a sport of global interest amongst all demographic
groups
This translates into a clear opportunity for brands and advertisers,
with 72% of consumers planning to follow the 2014 World Cup
closely
Not only is the potential viewing audience huge, it is also hugely
engaged 59% are excited about the World Cup
Within the football viewing audience there is a sub group of
fanatical fans 29% who watch or follow as much football as
possible, no matter the team, country or league

Unsurprisingly given location, this desire to follow the World

Cup is strongest in South America

ADVERTISING
Various promos releases on different social-media networks

Pepsi released an interactive promo where user could click and play with
different elements of Ad
Dream All Day campaign launched by Adidas with release of FIFA

promotional video

ADVERTISING IN PRINT

ADVERTISING - OOH
Budweiser, the official beer sponsor for
the 2014 FIFA World Cup has used out of
home advertising to highlight the strong
creative in their Rise as One campaign

The strong creative coincides with the

strong message behind the campaigneveryone can rise as one and enjoy the
anticipation of the World Cup

SOCIAL MEDIA

Facebook

Twitter

Website

YouTube

It had a
dedicated
Facebook
page which
had millions
of likes all
around the
world

@FIFAWorldCup

Fifa.com
contains
details not
only about the
organization
but also about
the specific
World Cup

FIFA on YouTube
brings you the
best in football
videos,
highlights, classic
stories,
interviews,
documentaries
and behind the
scene.

Had about 300

million tweets
which was
one of the
highest by any
sporting
event

GAMES

MOBILE APPS
FIFA app available on different platforms like iOS
or Windows
More than 10 million downloads on Google play
store
Videos, live scores, match statistics available on
app
Fans could follow their favorite players and
teams

PUBLIC RELATIONS & PUBLICITY

FIFA Secretary General Jrme Valcke Never before have we
FIFA FanFest Quotes
sold so many tickets directly to the general public, and this was
Few
earthmatch
host and
a party
quitewere
likeeven
Brazil.
important
to places
us. The on
opening
the final
Add in the
oversubscribed
tenworlds
times! greatest sporting event and a
selection
theofHost
Countrys
mostwas
iconic
165,000km
globalof
tour
90 countries
which
completely
carbonlocations,
neutral and the FIFA Fan Fest promises to be
Highlights
on the agenda
forthere
FIFA Marketing
press
a legendary
I was
momentincluded
at the 2014
briefings
onWorld
the FIFA
FanBrazil
Fest, the FIFA Interactive World
FIFA
Cup
Cup, the Volunteer Programme as well as the popular
Youth Programme activities

OFFICIAL SPONSORS
Adidas

Continental

McDonalds

Marfrig

Yingli Solar

Oi

Johnson&
Johnson

Budweiser

Coca Cola

Castrol

SPONSORS - EVENTS
Salient Events
1. McDonalds
3. Oi
Player
DreamEscort
Team Contest
program
McDonalds
Run a sweepstakes
Ultimate
offer
Fan
Crew
for purchasers
World Cup
2. Budweiser
4. Marfrig
Rise As One
#BudHotel
Activate using two of
Budweiser
their most
Manpopular
of the
Match
brands Marfrig and
Moy Park

DIRECT AND INTERACTIVE MARKETING

One billion
World Cup
related posts
on Facebook

Direct and
Interactive
Marketing

300 Million
Tweets related
to the WC

3 Billion people
will watch at
least one
match
15,000
Accredited
Journalists
from countries

EVENTS AND EXPERIENCES

Experiencing
Matches

Aquarela Series Stay in Private Suite, Attend all 19 matches in Rio, Sao Paolo, Belo
Horizonte.
Venue Series - Buffet-style catering before and after the match. Premium beverage
service before and after the match.
Team Specific Series Stay in the same Hotel as your nations football team.
Final Round Series Stay in Deluxe Suite.
Single Match Hospitality

WORD OF MOUTH - TICKETING

FIFA established a special entity, the FIFA Ticketing AG, as well as a

dedicated Ticketing Sub-Committee.
The policy worked with Brazilian fans receiving 64% of the total tickets
allocated to the public.
50,000 were donated to the Brazilian government by FIFA to be
distributed free of charge among the countrys indigenous population
and families that qualify for the Programa Bolsa Famlia a social
welfare programme aimed at low-income families.

HIERARCHY OF EFFECTS
Unaware of Product
Awareness
Knowledge

KNOW

Media
Advertising
Publicity

Cognitive Phase

Liking
Preference

FEEL
Affective Phase

Sales
Promotion

Conviction
Purchase

DO
Behavioral Phase

Personal
Selling

IMPACT
Average attendance per game
1978 Argentina
1982 Spain
1986 Mexico
1990 Italy
1994 USA
1998 France
2002 Japan / South Korea
2006 Germany
2010 South Africa
2014 Brazil

10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

The impact of IMC can be gauged by the numbers as displayed above:

The total attendance in all the football matches has been significantly high and is the
highest after USA 1994
The average attendance per game has also increased significantly, in spite the fact that
the number of matches have increased to 64

IMPACT
Total Attendance
1978 Argentina
1982 Spain
1986 Mexico
1990 Italy
1994 USA
1998 France
2002 Japan / South Korea
2006 Germany
2010 South Africa
2014 Brazil

Total Attendance

1,000,000

2,000,000

3,000,000

4,000,000

The IMC of FIFA World Cup 2014 has resulted in reaching out to the mass which has left
out of the gala event for many years now.
Example of this can be seen in the Coke ad which claims that it is not the World Cup but
the Worlds Cup

GOOOOOOOOOL!
JOGO BONITO