Welcome to the automated Brand Tracker diaries.
Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion
Goal: To rekindle passion for soccer and drive merchandise sales
Claim: Brought back the love for the game
Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.
The Most Beautiful Goal Never Seen
Goal: To reconstruct a historic soccer goal using AI and archival materials
Claim: The most beautiful goal never seen
Media: YouTube, Museum exhibition
Summary: Google DeepMind and Pelé Brand have reconstructed a historic soccer goal from 1959, known as Gol da Rua Javari, using archival photos, sketches, and eyewitness accounts. The resulting mini-documentary, 'The Most Beautiful Goal Never Seen,' was released on July 14. This project involved Pelé's family and various historians to ensure authenticity. The film combines AI-generated scenes with classic visual effects, presenting an accurate recreation of the event that was not captured on camera at the time.
MLS Is Ready for Its Through Pass From the World Cup
Source: https://www.adweek.com/brand-marketing/mls-world-cup-campaign/
Goal: To introduce fans to MLS players and encourage them to engage with the league through watching matches.
Claim: This is going to be one of the catalysts that’s going to explode soccer fandom in North America.
Media: national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships
Summary: Major League Soccer (MLS) has organized watch parties during the FIFA World Cup in collaboration with FIFA and Fox Sports to remain prominent in fans' minds. Following the tournament, MLS is launching its largest marketing campaign in history titled 'Thanks World, We’ll Take It From Here' aimed at engaging fans further and introducing them to its players. The campaign includes various media channels and localized initiatives by MLS clubs to attract new viewers.