Puma enters the World Cup with a limited budget and had to pull something special to gain attention. Appeared with a love = Football campaign, a message that they wanted to spread what they could.
Viral attack was one of the major figures. The campaign focused World Cup fans and appealing their love for the game. They waged an ambush marketing campaign consisted of two viral video that captured the World Cup from a viewing audience.
Marketing manager of Puma, Brett Bellinger, knew that the World Cup period would be a difficult time to gain exposure for what is, in comparison, a smaller brand. For this reason opted for a viral campaign that creates Intrigue and talk.
The campaign received particular phone in the world of social media, winning hundreds of thousands of views on YouTube. The main video was a tour helicopter tourism in South Africa, where they flew over one of the land. Next stage was a great collection of vehicles which, when placed next to the playground, created love = football icon.
Together with another video posted online anonymously and received global attention, even though it contained no bloggers branding and journalists were quick to point out that it was part of the Puma brand.
The Agency should be careful about how the video was filmed and released due to strict regulations of FIFA. The plan worked as they avoid the ridiculous cost of officially seen competition such as Adidas, who paid 250 m just to put the ball on the pitch.
The campaign was taking marketing agency Gloo given the difficult brief addressing the strict regulations of FIFA, against sporting giants like Nike, Adidas, Umbro, whom he had players sporting their own merchandise.
Puma managed some successes visa with the successful Puma King Football boot. They have missed out on produce closely new Liverpool Football shirt
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