Puma entered the world cup with a limited budget and had to pull something special to gain attention. They came up with a love = football campaign, a message they wanted to spread as far as they could.
Their viral attempt became one of their greatest stunts. The campaign was focused on the world cup fans and their endearing love for the game. They conducted an ambush marketing campaign which consisted of two viral videos that captured the world cup from a spectators view.
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. That's why they opted for a viral campaign that creates intrigue and talk.
The campaign received particular buzz in the social media world, gaining hundreds of thousands of views on YouTube. The main video was of a tourist helicopter tour of South Africa, where they flew over one of the stadiums. Next to the stadium was a large collection of vehicles which, when positioned next to the stadium, created the love = football icon.
Along with another video they were posted online anonymously and received worldwide attention, although they contained no branding whatsoever bloggers and journalists were quick to point out that it was part of the Puma brand.
The agency had to be careful about how the video was filmed and released due to FIFA's rigorous regulations. The plan worked as they avoided the ridiculous costs of officially being associated with the competition like Adidas, who paid 250m just to put their ball on the pitch.
The campaign was undertaken by marketing agency Gloo who were given the difficult brief of dealing with the rigorous FIFA regulations whilst being up against sporting giants such as Nike, Adidas and Umbro, all of whom had key players sporting their own merchandise.
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