How Europe Plays in the Marketing field: Influence of Global Advertising and Strategies
- Roy Calderon Hdez.
- Aug 8, 2024
- 2 min read
The European Championship, one of the most prestigious football tournaments in Europe, not only attracts millions of sports fans, but also represents a golden opportunity for brands and advertisers. In this article, we explore how companies use the Euros to boost their marketing strategies and reach global audiences.
1. Large-scale advertising:
Sponsorships and Advertisements: Brands compete to partner with the Euro through official sponsorships and in-match advertisements. Companies such as Coca-Cola, Adidas, and Nike invest huge sums of money to gain visibility during this event.
Example: Coca-Cola has been an official sponsor of the European Championship for years, using the tournament to launch global campaigns that associate its brand with the passion and excitement of football.
2. Digital Marketing Campaigns
Social Media: Another advantage of how the European Championship plays into social media marketing is launching content campaigns using hashtags, contests, and real-time content to increase engagement. Platforms such as Twitter, Instagram and TikTok are filled with content related to the tournament. Example: Nike uses Instagram and TikTok to launch soccer challenges and share match highlights, incentivizing users to participate and share their own videos.
3. Content Marketing
Storytelling: The European Championship offers countless stories of overcoming, rivalries and historical moments that brands can use to create emotionally resonant content.
Example: An Adidas campaign could focus on the story of a standout player, creating videos and articles that chronicle their journey to the European Championship, linking the personal story to the brand.
4. Live Activations and Brand Experiences
Fan Zones and Live Events: Many brands host live events and fan zones during the Euros, offering immersive experiences that go beyond the screen.
Example: Heineken can organize fan zones in major European cities, with giant screens to watch matches, interactive games and special promotions of its products.
5. Influencer Marketing
Player and Celebrity Collaborations: Using famous players and celebrities as brand ambassadors during the Euro is an effective strategy to reach millions of fans.
Example: Pepsi could collaborate with star players to create exclusive content and promotions that are distributed on social media and video platforms.
6. Thematic Promotions and Discounts
Special Offers: Brands can take advantage of the excitement of the tournament by offering themed promotions and discounts related to the European Championship.
Example: Another way the European Championship plays in marketing is by creating an online sports store that could offer discounts on official jerseys and horseback riding during the tournament, or a restaurant chain could have special offers during match days.
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