How to run a winning 2018 FIFA World Cup promotion

June 5, 2018

The 2018 World Cup is fast approaching and is set to be one of the biggest events of the year. This major football tournament is recognised and celebrated by numerous countries throughout the world, whether they are taking part or not. The last World Cup, which was won by Germany in Brazil four years ago, was watched by 3.2 billion viewers.
That means there is a wide and varied client base for companies to tap into. There are several questions a business should ask before planning a successful World Cup 2018 promotional campaign:

1. What language should it be in?

With so many countries participating, not all customers will speak English fluently. However, there are some English phrases that are known universally by all football fans, regardless of their native tongue. These phrases relate to red and yellow cards.
With that in mind, it is a good idea to run a promotional campaign that utilises these well-known colour symbols. That way you can maximise the scope of the campaign and create a recognisable brand. Brands are established through repetition, and when your ads are uniform throughout the world, it helps to further anchor your company brand in customers’ minds.

2. What should my theme be?

Russia will be hosting the tournament, which means the world will have their eyes focused on the culture of this nation. This is a good opportunity to utilise well known Russian iconography into your promotion – Russian dolls, for instance. For hospitality businesses, it is important to make sure that you have the latest card payment technology in place to cope with large influxes of customers during the promotion.

3. Should I use customer participation?

During the 2010 World Cup in South Africa, Walkers came up with a winning promotion that involved the participation of users. Interactive ad campaigns are fast becoming the norm. Zenni Optical managed to generate revenue in excess of $1,000,000 through one such campaign. Utilising social media is one of the most effective ways of ensuring this type of promotion reaches the largest possible audience.