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
- Top 3 annoyances for mobile shoppers
- Study: Black Millennials betting on themselves
- Top 3 tips to take Valentine's strategies year-round
- No age limit to looking for love online
- Goodbye second-screening, hello switch-screening
- Less than one-third of emails opened on desktop last year
- Ad Roundup: Platforms for sales, ecommerce
- Top 3 tips to get more from email on Valentine's campaigns
Featured White Papers
- Device of Choice for Online Shoppers & Buyers
Did you know that men shop and buy from mobile devices more than women? Being aware of nuances like this...
- 5 'Must Have' Tactics For Your 2016 Digital Marketing Plan
What are the 5 "must have" tactics that experts agree can help everyone's 2016 digital marketing?...
- Consumers Tell All, Part 1: Online Shopping Frequency
This report looks at how frequently online shoppers are making purchases....