News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Brands piggy-backing on major events not guaranteed success
Post-tournament research by Millward Brown's specialist neurological branch reveals that brands piggy-backing on major events such as the FIFA World Cup are not guaranteed success.
During the World Cup, brands not officially tied in with the sporting event were being perceived by many as being official sponsors. For example, research by GlobalWebIndex found many incorrectly believed Nike to be an official sponsor and in the U.K. many thought Carlsberg was the official World Cup beer when it was, in fact, Budweiser. While Coca-Cola was the official soft drink of the World Cup, many believed it to be Pepsi.
Furthermore, while MasterCard has not sponsored the World Cup since 2006, almost half of those surveyed by GlobalWebIndex thought they were sponsors of this year's tournament.
However, post-event research by Millward Brown's Consumer Neuroscience Practice, reported by The Drum, has found that official sponsor Coca-Cola was not only the most-recognized brand of the tournament but also the brand with the fastest recall.
Millward Brown's neurologically-based online test, conducted with 5,000 consumers in the U.K. and Brazil, was designed to measure consumers' gut instinct and intuitive feelings towards a brand. Almost all (92% Brazil / 81% UK) associated Coca-Cola as being a brand sponsor of the World Cup.
"The confusion about brand affiliations that existed among consumers of these two passionate footballing nations was very high before the event," said Sarah Walker, global director at Millward Brown's Neuromarketing Practice. "But the post-event wave of research showed that by its conclusion, consumers had intuitively grasped who was a genuine sponsor. It was these sponsors who then gained the most in terms of feelings of positivity."
Image via Shutterstock
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...