Publicis Media’s Torres: World Cup Is a Winner for Brands

At a time when marketers are challenged to cut through the clutter sports and the World Cup in particular amp160are valuable because fans watch or listen live and the games produce highlevels of emotion and engagementamp160 As Lisa Torres President of Publicis Mediaamp8217s multicultural practice explained amp8220Itamp8217s visceral people really pay attentionamp8221amp160 Torres spoke to MediaVillage about what makes the World Cup so effective for crosscultural marketing how digital mobile and social media are changing the gameamp160and the best ways brands can stay connected after the trophies are awardedAlli Romano amp160What makes sports and the World Cup in particular so valuable amp160How can they be used most effectivelyamp160 Lisa Torres pictured below amp160In my opinion the No 1 attribute is live viewership and the amp8220attentiveness factoramp8221 you get with it amp160You just donamp8217t get the same type of engagement with any other program or media and the World Cup is a prime example amp160In terms of effective marketing the global nature of the World Cup is what makes it such a great and relevant place to speak to multicultural consumers amp160Based on whoamp8217s playing you have a very good sense of who will be watching and the breadth and volume of viewership makes it a great opportunity as well amp160Because the World Cup is only played every four years itamp8217s really hard to find another sport or event that offers the same level of engagement and general interest amp160The fandom is realamp160 People in Mexico City celebrated so hard after the victory over Germany that they literally set off earthquake sensors amp160What other event do you know of where fans celebrate that hard This kind of passion and coming together to celebrate the sport is what the World Cup is all aboutRomano amp160When targeting multicultural audiences how do marketers need to tailor their creative for different audience segmentsTorres amp160Itamp8217s important for me to caveat that eachamp8217s brands approach to multicultural strategy and creative is a totally unique case and should be approached as such but there are many research studies that indicate that creating culturally relevant creative in any language works better than generic or amp8220one size fits allamp8221 creativeFor example if you are going to do a soccer ad and you want to reach Latinos you have to make sure you do it right amp160You need to enlist someone whoamp8217s an expert on both your audience and the sport amp160A quotsports expertamp8221 doesnamp8217t always translate to a Latino soccer expert for instance and there is a critical difference thereRomano amp160The World Cup is a hit with US Latinos but how much does it appeal to other audience segments in this countryamp160 Torres amp160Again since the World Cup is a global event you truly get the opportunity to engage across all multicultural segmentsamp160 Beyond its global nature I think socceramp8217s popularity comes from its Latin American roots amp160Soccer is the No 1 sport in most countries outside of the USamp160and it is a sport that is passed from generation to generationamp160 It is kind of similar to how a whole family would be Giants fansamp160 Fandom like this transcends your circumstancesamp160it doesnamp8217t matter if youamp8217re born in the US or if you speak Spanish or not you can identify with the game amp160I think thatamp8217s true for a lot of culturesRomano amp160The World Cup games were available across multiple platforms including radio TV digital and mobileamp160 What opportunities do these media offer to reach multicultural fansTorres amp160When it comes to the World Cup all platforms have great potential to reach multicultural audiencesamp160 We know that mobile and digital overperform for Hispanic audiences in general but honestly the typical rules donamp8217t apply when it comes to World Cupamp160 For example we have seenamp160strong live viewership and really strong digital streaming across a multitude of audiences amp160We think the time zone differences and geography are playing a big role in this viewing behavior but itamp8217s a bit too early to prove if that hypothesis is correctRomano amp160What new opportunities are there with mobile and social mediaamp160 Torres amp160With this World Cup and each one that came before it weamp8217re seeing more and more advancements in technology that didnamp8217t exist in the previous one amp160So much can change in four yearsamp160 If you donamp8217t have a social and mobile strategy and if your assets and creative are not mobileenabled you are really losing out amp160You have to keep up with technology and stay current with the ways in which people are viewing and engaging with contentRomano amp160Following the World Cup or any other major event like the Olympics the Super Bowl oramp160NCAA March Madness how can marketers continue their engagement Torres amp160Data will always play a big role in how you optimize an audience after any major event or tentpole like the World Cupamp160 I have always recommended to our clients that they have an amp8220aftermarketamp8221 strategy to ensure theyamp160donamp8217t lose any of the momentum that comes from big events After World Cup and similar events the hope is that you can use data to learn and iterate for what comes nextamp160and that you net out with a slightly bigger pool of audience than when you went inClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Publicis Media’s Torres: World Cup Is a Winner for Brands

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Alli Romano

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Publicis Media’s Torres: World Cup Is a Winner for Brands

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