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Creativity Motivation – What is motivation – Corey K Katir
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From feeds.thebigmoney
If there were ever any doubt that social media had come of age, the upcoming World Cup in South Africa is banishing those doubts once and for all. All of the official World Cup sponsors (and a host of nonofficial ones as well) have been busy working on their killer apps and fine-tuning their viral connect-the-world features. Most are also looking to push the boundaries of Facebookas design and functionality to connect with the global social-media audience.
So, how are they faring? In theory, applying social-media marketing to the World Cup should be like tapping in from five yards out while the goalie has his shirt pulled over his head. After all, we know that social-media audiences crave both information and entertainment online. Yet social media is a fickle medium, and thereas just as much chance that some of these massive campaigns will score its own goal.
Here, then, is the Social Media Influence guide to the World Cup official sponsorsa social media campaigns and how we think each might fare if there were a trophy for social-media success. World Cup Pedigree: A relative late-comer to the beautiful game, McDonaldas (MCD) has been a sponsor ever since the 1994 tournament was hosted by the United States.
The Strategy: McDas seems to be employing a social media catenaccio, a soccer maneuver that is as defensive as it is creative. McDonaldas is keeping its innovationain the form of an online fantasy tournamentalocked behind the chained fence of FIFAas own site.
Team Balance: Theyave packed the defensive, yet, still, huge holes appear. Fantasy football (the Euro kind) is about sharing and comparing. But then why no Facebook, MySpace, or Twitter shareability?
Star Striker: Does FIFA president Sepp Blatter count?
How Itall Do: Could be the New Zealand of South Africa 2010. Wonat make it to the knockout stages. World Cup Pedigree: First appearance at the worldas biggest sporting event but can draw on managerial experience of its parent company Coca-Cola (KO). The slogan: aChosen by FIFA to hydrate 2010 World Cup players.a
The Strategy: Relying on science and tactics, Powerade has produced 16 mini-videos within a greater YouTube video that illustrate, well, weare not sure really. But you can be sure some creative team is loving it.
Team Balance: Theyare depending on the playmaking strengths of the YouTube channel with support from Facebook, viral videos, and banners.
Star Power: The man to beat is the creative director who got this commissioned.
How Itall Do: The Scotland of social media. Lacking big-match temperament. World Cup Pedigree: Visa (V) has been at a World Cup before, but this is the first time it has unveiled a social-media match-planner. Luckily, it had some previous success at the Olympics and has been trialing its Go Fans network in Latin America since 2009.
The Strategy: Look for a tightly controlled game-plan executed through Facebookas fan base. If Visaas game planneracomplete with ability to share with friends and leave match-related commentsascores in terms of fun and functionality, then following major team competitions may never be the same.
Team Balance: aGoa fans will be supported by TV and print promotions, but thereas no doubt that Visa most needs Facebook to deliver.
Star Striker: You, the fans.
How Itall Do: Cool idea, but will fans embrace it coming from a corporation? Set for a shocking second-round departure. World Cup Pedigree: This is the second trip to the finals for the German tire-maker.
The Strategy: Easy on the eye but perhaps lacking the squad depth of Adidas and Coca-Cola. Continentalas social-media play is a creative and fun Facebook football-kicking game called ContiTireKick that you can share with friends. Beat the rest of the world and earn a trip to the World Cup Final.
Team Balance: Facebook-only campaigns are appealing for their prospective global reach, but marketers should be careful about relying so heavily on only one network. So far, the ContiTireKick page has just 5,700 fans, and there are some mutterings on the page that cheating is taking place.
Star Striker: Office workers with a lot of time on their hands. Hey, if Google Pacman can do it a|
How Itall Do: England-like potential. A quarterfinal spot. But nothing more. World Cup Pedigree: Adidas is the Germany of sponsors (other than being German, of course), Adidas has been a dominating presence at World Cups since 1954.
The Strategy: A traditional, no-nonsense tactical approach. Adidas is relying on a big-budget TV adtitled aFast vs. Fasta to sell the new F50 adizero cleat and spark social-media conversation.
Social Media Balance: The big TV play belies a conservative approach, but Adidas also demonstrates some social-media skill by launching the ad on Facebook and YouTube and by adding a series of online-only Q&As with the top players like Kaka and Michael Ballack.
Star Striker: Messi, Villa, and Zidane make for a speedy and powerful attack in this ad.
How Itall Do: Never write off the Germans! (Even if theyare not German.) Surefire semifinalists. World Cup Pedigree: A mainstay at El Mundial ever since 1974.
The Strategy: With expressive flair. Coca-Cola has taken inspiration from Roger Millaas 1990 corner flag-dance to exhort the world to upload its own unique celebrations on to YouTube. Part competition, part Funniest Home Movies, the winner of the longest celebration heads to the World Cup. Wonder if Robbie Fowleraalways good for a talked-about celebrationawill be entering?
Team Balance: Boasting one of the most balanced social-media starting lineups, Coca-Cola can call on the support of a huge Facebook following (5.5 million) and a well-drilled Twitter feed.
Star Striker: The aforementioned Roger Milla of course.
How Itall Do: Whoad bet against a global competition where people upload silly videos of themselves celebrating? Finalist. World Cup Pedigree: First sponsored at Mexico in 1986.
The Strategy: Taking social-media creativity to a new level, Budweiser, as part of its Bud United movement, first held a global audition via YouTube to find 32 fans from respective World Cup countries to live together in South Africa, a la The Real World, during the tournament. Once the Cup kicks off, Bud will create a YouTube reality show documenting the fans as they play out their rivalries for all to see. Every time a team is eliminated, the corresponding house member will be kicked out. The two final fans will go to the World Cup final and the winner will present the Budweiser man-of-the-match trophy to the best player.
Team Balance: All-out attack: Budweiser is looking to leverage the broadcast potential of YouTube in a way not seen before. Bud will be looking to Facebook to play a supporting role.
Star Striker: Just a hunch, but buxom, blonde houseguest Beate from Germany looks like sheall do well.
How Itall Do: Could go all the way.
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