Shawn Bhalla 7/10/14 Page 1

2014 World Cup Radio Package 1 - Jerry Edition

Draft Date: 7/10/2014



Table Contents
1. Key Points of Advertising and the 2014 World Cup Page 2
2. Interesting Facts and Figures Page 3
3. Seattle Sounders Guest Page 4
4. ESPN Guest Page 5
5. Twitter Guest Page 6
6. Visa Guest Page 7
7. Facebook Guest Page 8
8. World Cup Game History, Facts, & Stats Page 9
9. World Cup vs. Other Sporting Events Page 10





























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Key Points of Advertising and the 2014 World Cup:

FIFA three-tiered sponsorship structure unveiled after the 2006 World Cup: FIFA
partners, sponsors, and national supporters
FIFA Partners have the highest level of association with FIFA and FIFA
Events
FIFA World Cup Sponsors have rights to the Confederation Cup and
World Cup globally
FIFA National Supporters are allowed to promote association with FIFA in
their domestic market for FIFA events hosted in said country.
Soccer is played in two 45 min continuous halves (commercials during half time
only) therefore there is limited space for ads. Companies must get creative in
their marketing techniques via social media (especially twitter), promotional
videos (YouTube), digital billboards (Audi billboard in New York) on the soccer
fields, etc. to promote their product.
Guerrilla advertising by Nike mainly and Puma with standout soccer cleats
Nike has Neon Cleats
Puma has a Pink cleat for one foot and a baby blue cleat for another foot
Story Telling: Many companies are using the storytelling advertising technique in
their commercials, and appeal to the emotional side of the brain to generate hype
for the World Cup
Brazil is not ready for the World Cup. Only half of the promised projects are being
delivered and many of those projects are only partly done (ex: workers are
struggling to set up cell phone networks at several stadiums that will be able to
withstand tens of thousands of smart phones), which can have major implications
for advertising during this years World Cup.

















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Interesting Facts and Figures:
2014 World Cup Schedule: June 12 - July 13. 64 games, 32 days
This year, 108 million people watched the Super Bowl, while 3.2 billion watched
the last World Cup, 715 million for the finals alone (AdWeek, Mike Mikh0). The
World Cup is the largest single sporting event in the world.
Sponsors of the World Cup (AmBev, Coca-Cola, Banco Itau, Johnson &
Johnson, Hyundai, Nestle, wireless business Oi, and local retailer Magazine
Luiza) are each paying $75 million to Brazils dominant TV network Globo for a
total of $600 million.
This deal includes 451 thirty-second TV commercials, hundreds of quick
mentions , and 359 vinhetas, 5-second commercials created by Globo
that feature four marketers at a time and run at the beginning and end of
soccer games and other programming, and during commercial breaks
(AdAge, Laurel Wentz).
2014 FIFA World Cup Partners, Sponsors, & Supporters
MLS created the slogan For Club and Country for the current season to benefit
from the World Cup hype. MLSs billboard in Time Square reads March to Brazil.
It all starts here. MLS. For Club and Country.
offerpop: The 2014 Marketing World Cup - June 11, 2014
5.7 Billion will be spent on sponsorships and commercials
1.7 Billion from 1st and 2nd tier partners and sponsors
4 Billion from commercials
3.7 Billion people are expected to watch world wide
Players generating social buzz as of June 8th
Lionel Messi - 71,743 tweets
Cristiano Ronaldo - 60,350 tweets
Wayne Rooney - 49,041 tweets
Teams with the Most Followers on twitter
Brazil - 1.46 Million
Mexico - 1.45 Million
Colombia - 823,000
Facebook estimates that 500 million of its 1.28 Billion users are soccer fans.
Thats 39% of facebook
350,000 tweets per day about the World Cup
Top Scoring Brands (Brands with the best digital initiatives)
Adidas all in or nothing campaign: Adidas increased their internet
promotions to of their total media spending
Shakira's new music video LA LA LA 97 million views in under 2 weeks
Coka-Colas CokeZone: Gallery inspires users to submit hundreds of
videos and cats thousands of votes for the best goal



Shawn Bhalla 7/10/14 Page 4

Seattle Sounders Guest

Adrian Hanauer
Bio:
Minority Owner and General Manager of the Seattle Sounders soccer team
Adrian Hanauer first kept the flame of professional soccer alive in Seattle before
helping to reignite the communitys passion for the game with the arrival of a
Major League Soccer expansion franchise in 2009.
As General Manager, Hanauer has led Sounders FC to extraordinary success
during the first five seasons. In 2013, Seattle reached the MLS playoffs for the
fifth-consecutive season, one of just three teams to do so.

Question:
Can you tell us a little bit about how the World Cup tournament is formated?
How has the World Cup effected the the Seattle Sounders and the MLS as a whole?
Are players from the MLS playing at the World Cup?
How has the MLS bused the World Cup to promote Major League Soccer in the US?
How often are players sponsored by companies? What kind of agreements do the
players have with the sponsors, and how is it mutually beneficial?
What Promotional techniques do you use to get people out to games and purchase
Seattle Sounder merchandise? Are the same techniques used by companies during the
World Cup?


Sports Business Journal
MLS makes World Cup theme of messaging
Author: Christopher Botta
June 2, 2014
Summary:
The MLS is using the World Cup to boost its profits and popularity of soccer in the
states. MLS has created the slogan For Club and Country for the current season. MLS
has predicted that the better the US Team does in the World Cup, the better MLS is
likely to do. MLS signed an eight year agreements with ESPN, Fox, and Univision for
broadcasting rights. MLS hopes US stars will be born during the World Cup so that
when they come back to play in the states there will be in increased interest in the
games.








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ESPN Guest

ESPN had record viewership during the 2010 World Cup. Viewership averaged 3.26
million
Google has entered into a partnership with ESPN, directing World Cup related searches
to ESPNFC.com where fans can watch game highlights. Google doesnt have much
other choice if it wants to direct its searchers to video, since ESPN is the only publisher
with rights to the English-language game footage
ESPN has created multiple spanish commercials to target Spanish speakers

Questions:
What has been ESPNs marketing strategy for the World Cup?
How much concentration is put on advertising to the people at the World Cup versus
people around the world watching the World Cup? Because aside from making English
commercials ESPN made spanish commercials as well.
What were the incentives and strategies to buying the broadcasting rights to the 2010
and 2014 World Cup?
Will Fox winning the broadcasting rights for the next two World Cups effect ESPN in any
way during the next World Cups?
What was the incentive behind disabling free streaming of the World Cup after the
quarter finals?
How does this World Cup compare to the 2010 World Cup and your role in it?
How is the World Cup different from other sporting events around the world? How does
it compare to the Super Bowl?
How is the atmosphere at work during the World Cup? Is it more exciting to work, and to
have everyone rallying for one team to win?
Did Brazils lack of preparation for the World Cup affect your marketing campaign in any
way?
What companies do you think did well and took advantage of the World Cup to promote
themselves and expand their customer base.
Are there any continuing marketing strategies ESPN will employ about the World Cup even
though the tournament has ended?

ESPN Commercials:
2014 FIFA World Cup on ESPN Commercial: I Believe
Released April 9, 2014: ESPN created a USA soccer anthem: I believe that we will win

*2014 FIFA World Cup - Time Zone
Released May 27, 2014: Commercial portrays the struggles people go through (adjusting their
time to Brazils time zone) to watch the World Cup



Shawn Bhalla 7/10/14 Page 6

Twitter Guest

Adam Bain
Bio:
President of Global Revenue
Mr. Bain oversees Twitters worldwide monetization efforts and the rollout of its
advertising platform.
BA from Miami University
Prior to joining Twitter in 2010, he served as the President of Audience Network
Division at Canvas Technology Inc. From September 1999 to September 2010,
Mr. Bain served in several roles at News Corporation, a diversified media
company, including as Executive Vice President of Products & Technology.
He served as the President at FOX Audience Network, Inc., until August 2010.

Questions:
How has the World Cup affected twitters marketing agenda during the last month?
Does the World Cup present new challenges in the marketing field?
Why did Twitter decide to make a commercial for the World Cup vs other events around
the world?
How does the World Cup and other big events influence the twittersphere?
How does twitter profit from large events like the World Cup and how do you advertise
for it?
How much benefit did twitter get out of the #WorldCup hashtag?
Did Brazils lack of preparation for the World Cup affect your marketing campaign in any
way?


Twitter Commercials:

#WorldCup on Twitter: Love every second
Released June 10, 2014. This commercial shows soccer fans around the world tweeting
about the world cup.











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Visa Guest

Visa is an official partner of FIFA
Total amount spent by international travelers on Visa accounts through the group
stage hit $188m.
Visa Slogan: everywhere you want to be
http://worldcup.visa.com/
created a unique music video for each country in the World Cup
Leveraging social media more to advertise:
http://www.adweek.com/news/technology/5-ways-visa-plans-stand-out-digital-
world-cup-158271
Created the Teletransporter, which consumers stick a digital photo onto
the face of 13 different characters and players from the games, which
creates a short video clip thats sharable across social media.
Created many many videos/commercials
Social targeting using facebook


Questions:
What has been Visas marketing strategy for the World Cup?
What are some obligations you must fulfill being a FIFA partner?
What are some of the perks to being a FIFA partner?
How many more benefits do you get for being a FIFA partner vs a FIFA sponsor? And
do you have to pay more to be a Partner? If so, how much?
What are some lessons advertisers can take away from the World Cup?


Visa Commercials:
World, Welcome to the 2014 FIFA World Cup - Visa
Released December 5, 2013

Visa FIFA World Cup "United In Rivalry"
Released June 11, 2014

Visa 2014 FIFA World Cup Commercial -- Everywhere you want to be.
Released June 13, 2014







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Facebook Guest

Facebook is selling advertisers a huge audience of World Cup fans
It's the first time Facebook has built an audience segment specifically for a TV
event, but if the World Cup test performs well, the concept could be extended to
the Olympics, the Super Bowl and the Oscars
This will be updated daily to see which people are posting about the World Cup.
This may be a challenge to Twitters supremacy in social TV
Facebook estimates that 500 million of its users are soccer fans
The Germany Brazil game broke Facebook records with 200 million facebook
interactions occurring

Questions:
What are Facebooks marketing strategies for the World Cup?
Facebook and Twitter seem to be the two big social media players in the World Cup, do you
think that there are others? If so then who?
What strategies were employed to compete with Twitters advantage in social media with
regards to what's trending on TV?
How did companies use Facebook and other social media to engage the World Cup audience?
Did facebook take part in any explicit advertising like Twitter? Twitters #WorldCup - Love Every
Second commercial
What suggestions do you have for companies trying to leverage social media to reach the
consumer base? How should companies use social media to reach people?
Did the Brazil vs Germany Game have an impact on Facebook?

Facebook did not have a World Cup commercial


















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World Cup Game History, Facts, & Stats

32 Teams/countries play in the World Cup
The World Cup began in 1930 and is held every four years except in 1942 and 1946
due to WWII. There have been 19 World Cups.
This is the 20th World Cup
World Cup Titles
o Brazil: 5
o Italy: 4
o Germany: 3
o Argentina: 2
o Uruguay: 2
o England: 1
o France: 1
o Spain: 1
o The US has never won a World Cup
Four World Cup matches so far have ended in Penalty kicks
o Brazil vs. Chile
o Costa Rica vs. Grece
o Netherlands vs. Costa Rica
o Argentina vs. Netherlands
USA placed third in the inaugural/first (1930) World Cup - USs best performance
Viewership in India was 44.9 Million for the 2010 World Cup. Viewership in India for
first 27 2014 World Cup matches reached 34.65 Million. Surprising because India
does not have a team participating in the World Cup. The Indian team is ranked
154th by FIFA
o http://www.hollywoodreporter.com/news/world-cup-indian-viewership-track-
716016
















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World Cup vs. Other Sporting Events

2010 World Cup Final vs. 2010 Super Bowl:

http://thefirsteleven.com/super-bowl-vs-world-cup-final/

The average cost of a commercial during the 2010 World Cup final was 389,000 &,
whereas it is 4M for the Super Bowl.
World Cup: The social network announced Monday that the 2014 Cup has already
claimed the title of the largest event sporting or otherwise in Facebook history.
o More than a Billion Facebook interactions and 300 Million tweets.

2014 Super Bowl vs 2014 World Cup
Germany vs Brazil
o Around 66 Million people created over 200 Million Facebook interactions
during the game - not all may be World Cup related
o Most discussed sporting event on Twitter ever. 35.6 Million tweets beast
previous record of 24.9 Million tweets made by the 2014 Super Bowl.
Tweeting during the soccer game peaked at 580,166 tweets per minute about
the game.