Posts Tagged 'soccer'

Published: World Cup 2.010

The College of Management logoCouple of months ago I wrote here about FIFA World Cup 2010, pointing out the digital campaigns of the major sponsors. Last week, the translated version was published in issue 7 of Marketing Now, a quarterly newsletter by The College of Management, School of Marketing & Advertising. You can read the online version here (Hebrew, IE only) or download the PDF (again, in Hebrew).

Disclosure: I work as assistant lecturer at The College of Management, and also completed my B.A. in Finance and Marketing at the institute.

FIFA World Cup 2.0

The 2010 FIFA World Cup is upon us, kicking-off June 11 in Africa. Although not a big soccer fan, World Cup is once every 4 years, so I decided to make an exception. I’ve compiled a list of the little things [careful, pdf] that will help you follow your favorite country, all the way to the Finals. If you have something to add, comment away and I’ll include it in the original list.

2010 FIFA World Cup logo

Have to say that I’m somewhat disappointed at the minimal usage FIFA are doing with social media services in one of the most (maybe even #1) popular sports in the world – no official twitter account, facebook group, foursquare venues, youtube channel (not active), only non-official blog. I know it’s in a developing continent, but still, there will be plenty of soccer-loving-social-media-junkies out there, that can help those at home keep track of the action. The World Cup sponsors however (and South Africa’s government), are not counting on FIFA, and promoting their own campaigns, such as Sony-Ericcson’s Twitter Cup, which shows an interactive stadium that fills based on the number of tweets. Budweiser will host Bud House [twitter], a rendition of The Real World, focused on soccer of course. Coca-Cola will launch their advertising campaign May 15, in 90 markets and heavy YouTube partnership, under the ‘Quest‘ name.

That’s it, for now. In the meantime, the NBA Playoffs are at Conference Semi-Finals (East/West) – you can follow the action at or

Heineken: Champions League vs. Classical Concert

Staying innovative and unique isn’t easy in today’s landscape. With so many temptations and so little time it’s crucial to have a message, a one-line, that defines your brand.

Made to Entertain belongs to Heineken, and they decided to challenge the #1 sport in Europe – soccer. In October 21st 2009 Real Madrid was scheduled to play against AC Milan in the Champions League. The folks over at JWT Milan came up with the concept of ‘pulling away’ fans from their passion to a fake classical music concert, at the same day of the match. The ‘pulling’ was done by collaborators, such as college professors, girlfriends, bosses and journalists.

Enough said. Time to watch the concert (originally seen at holes in the net).

Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at]



This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.