ADOI Blog

Write the Future: By Matt Sutton – Managing Director, Aktiv Digital

admin2 on 07 12, 2010

For such a massive tournament as the 2010 FIFA World Cup, there’s no doubt the expert analysis will continue long after the whistle blew on this morning’s final between Spain and the Netherlands. The likes of ESPN have already named their team of the tournament while Uruguay’s Diego Forlan has won an official FIFA poll to take home the ‘Golden Ball’ as the player of the tournament.

In terms of online marketing campaigns, there was also plenty to admire both in the build up and during the premier event staged in South Africa.

Not surprisingly, social media was at the heart of all the best campaigns, be it YouTube, Facebook, Twitter, Foursquare or a host of others.

CNN’s tie-up with Foursquare was an interesting one, given that they weren’t broadcasting the games, but may have started a trend for other brands to use the new social tool around other big sporting events in the future.

If we were to pick one campaign, however, there’s no doubt that Nike’s ‘Write the Future’ would be at the very top of the list.

If you’re reading this blog, it’s highly likely that you would’ve seen the ad – either posted by one of your friends on Facebook, QQ.com or through any number of online blogs. The ad campaign, which features the likes of Wayne Rooney, Ronaldo, Didier Drogba and Spain’s hero Andres Iniesta, is now being talked about as one of the greatest campaigns of all time.

You’d be hard pressed to find a better example of just how powerful an online campaign can be when executed correctly. According to a recent Nielsen online study in June, the campaign has completely demolished its rivals in terms of creating an online buzz. And most importantly, this was ahead of official World Cup sponsors such as adidas, Coca-Cola and Visa.

Nielsen’s executive VP of digital strategy Pete Balackshaw probably summed it up best, “This study shows that compelling, savvy marketing can establish this sort of connection in the eyes of consumers without having to write that expensive sponsorship check.”

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