South Africa FIFA World Cup 2010: dietro la “guerra” degli inni c’è una campagna integrata di Marketing Coca Cola

Come in ogni evento che si rispetti i brand e i media fanno a gara per assicurarsi la visibilità maggiore durante lo stesso. Anche per i mondiali di Calcio del Sudafrica si è aperta e ed è ancora in corso una gara, la gara a essere main sponsor dell’evento e diventatolo a far espandere a macchia d’olio il proprio nome.

Mi sto riferendo in particolare a Coca Cola. Il brand Coca Cola ha una brand Awareness altissima in tutto il mondo e tutto è dovuto sicuramente alla propria strategia: essere si presente in tutti i più grandi eventi mondiali ma farlo in maniera profonda (qui il canale youtube ufficiale). In particolare c’è una canzone che inneggia al mondiale che in questo periodo va per la maggiore e compete con l’inno ufficiale Waka Waka. Sto parlando di K’Naan, “Wavin’ Flag” che sta battendo tutte le classifiche di ascolto mondiali a discapito proprio dell’inno ufficiale. Il remix di “Wavin’ Flag” è parte quindi della campagna integrata di Marketing Coca Cola Global “inspired by the joyous dance celebrations familiar to Africa“.

Ma nello specificoquali sono gli elementi inclusi nella Campagna integrata di Marketing Coca Cola South Africa World Cup 2010? Vi riporto qui sotto uno stralcio della Press Release Coca Cola presentata al Global Press Conference a Zurigo:

The FIFA World Cup™ Trophy Tour by Coca-Cola
World football’s greatest prize is set to embark on its biggest ever global tour as part of the FIFA World Cup™ Trophy Tour by Coca-Cola. Free tickets to the Trophy Tour will be made available to consumers via Coca-Cola promotions in countries on the route. At events in each city, fans can have a souvenir photo taken of themselves with the trophy, view a 3-D movie showcasing moments of the FIFA World Cup™, participatein interactive displays and enjoy other entertainment. Short films highlighting the African leg of the tour will be created by a film crew lead by renowned filmmaker Jeremy Gilley of Peace One Day.

Coca-Cola Celebration Award
For the first time ever, Coca-Cola will recognize the tournament’s best goal celebration. Fans will be able to vote for the eventual winner online. For every goal scored during the 2010 FIFA World Cup™ and celebrated with a dance, Coca-Cola will make an additional donation to the Company’s “Water for Schools” effort that helps provide schools access to safe drinking water. The award will only recognize celebrations conducted within the rules of the game.

World’s Longest Celebration
Coca-Cola is inviting football fans to film and upload their own goal celebrations to the Coke website. All clips will be edited into a continuous ‘loop’ to create a non-stop celebration that will air on the website. Eligible fans will have the chance of winning great FIFA World Cup™ prizes including match tickets.

Advertising
Coca-Cola has created three commercials as part of the campaign — ‘Roger Milla,’ which tells the story of how Roger Milla inspired footballers to celebrate goals in an African-inspired manner, ‘Quest,’ an animated tale of one young footballer’s quest to find his perfect goal celebration and ‘Borders,’ a film showing the hilarious things that sometimes happen as the FIFA World Cup™ trophy makes its way around the globe.

K’Naan Music Anthem
Up-and-coming Somalian hip-hop artist K’Naan has specially recorded an uplifting African-inspired track, a remix of ‘Wavin Flag,’ as the anthem of Coca-Cola’s 2010 FIFA World Cup™ program. The track will be used as the music element throughout the entire campaign including as the soundtrack on all TV commercials, played at FIFA World Cup™ Trophy Tour by Coca-Cola events, featured on the online digital platform and more.

‘Coca-Cola Presents: Celebrating the Goal’ Documentary
Coca-Cola is producing a 60-minute documentary which investigates the stories behind the world’s most famous goal celebrations and catches up with 2010 FIFA World Cup™ players as they plan their African inspired celebrations for the tournament. The documentary will be broadcast globally in the run-up to the 2010 FIFA World Cup™.

Commemorative Packaging
Consumers around the world can put their hands on special Coca-Cola packaging that celebrates the 2010 FIFA World Cup™ with dynamic graphics and football imagery.

Coca-Cola Football Camp
250 teenagers from around the world will gather at a special football camp hosted by Coca-Cola in Pretoria, South Africa during the FIFA World Cup™ tournament. The camp will encourage young people to continue to be active through sports and will include training, skills demonstrations, celebrity coaches and a tournament.

Coca-Cola Flagbearers
Once again, Coca-Cola is giving young football fans around the world the once-in-a-lifetime chance to be official flag bearers and lead the teams out on to the pitch before 2010 FIFA World Cup™ games.

The Coca-Cola Company has had a formal association with FIFA since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.

La corsa ad essere l’inno non ufficiale ma più bello si può seguire sul canale facebook World cup song.

Insomma che la gara abbia inizio e che il mondiale prosegua nel migliore dei modi (in basso tutte le canzoni per il FIFA World Cup 2010).

Shakira and Freshlyground, “Waka Waka (This Time for Africa)”
Canzone ufficiale della FIFA World Cup

K’Naan, “Wavin’ Flag”
Canzone ufficiale della Coca-Cola

Pitbull featuring TKZee e Dario G, “Game On”
Canzone ufficiale della Mascotte  FIFA

Robbie Williams, Russell Brand, Frank Skinner e Daniel Baddiel, “Three Lions 2010”
Remake dell’inno della Nazionale inglese ai campionati europei del 1996

R. Kelly featuring Soweto Gospel Choir, “Sign of Victory”
Sigla d’apertura della FIFA World Cup

Akon featuring Keri Hilson, “Oh Africa”
Canzone ufficiale della Pepsi

Angelique Kidjo featuring Bono e John Legend, “Move on Up”
Inclusa in “Listen Up!, l’album ufficiale dei Mondiali

Dizzee Rascal featuring James Corden, “Shout”
Canzone non ufficiale dell’Inghilterra

Nneka, “Viva Africa”
Inclusa in “Listen Up!, l’album ufficiale dei Mondiali

J Pre, Wyclef Jean and Jazmine Sullivan, “Ke Nako”
Inclusa in “Listen Up!, l’album ufficiale dei Mondiali.

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