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Companies begin marketing campaigns for World Cup Russia

Companies begin marketing campaigns for World Cup Russia

Posted June. 11, 2018 08:24,   

Updated June. 11, 2018 08:24


With the upcoming FIFA World Cup to be open in Russia on Thursday, companies have begun boosting their marketing strategies to invite football fans around the world. They appear not to be thrilled about the big football event as much as they used to be, due in large part to the soon-to-be-held Trump-Kim Jong Un summit in Singapore, which has received massive global media coverage. Still, companies are striving to seize branding opportunities with a variety of campaigns.

In partnership with FIFA, Hyundai Motor Company holds a special exhibition in its motor studio in Moscow starting from last Saturday to July 20. The exhibition, which invites soccer supporters visiting the host Russia, displays World Cup trophies of all time from the inaugural game in Uruguay to this year’s game in Russia.

The South Korean automaker also supports street cheering events. On next Tuesday, when Korea’s first tournament against Sweden is scheduled, Hyundai Motor will provide fan parks for pet lovers in Asan, South Chungcheong Province as well as in Gwangju, South Jeolla Province so that they can cheer for the national team with their pets. For a match against Mexico on June 24, it will prepare facilities for the challenged people at Hyundai Motor’s studio in Goyang, Gyeonggi Province, where a game will be broadcasting live on a large screen with a sign language interpreter commentating.

The automaker provides unusual support events at Glad Live Gangnam Seoul and The Bay 101 Busan Rooftop bar on next Tuesday. These are so-called pajama fan parks organized for female fans or individuals who plan to cheer alone. Football fans will be cheering for players in pajamas, enjoying beer and fried chicken. They can choose to stay one night at Glad Live Gangnam.

Samsung Electronics, South Korea’s tech giant, will offer a curation service which recommends a football related channel, or world soccer using artificial intelligence technologies to those who use its smart TVs such as QLED TV released this year. The promotion begins from Wednesday through July 15.

Coca-Cola releases a new campaign advertisement that features BTS, one of the world’s most popular Korean pop bands. Cass, the official beer sponsor for the 2018 World Cup Russia, begins promoting with a commercial featuring Korea’s soccer legend and former coach Cha Bum-kun and former footballer An Jung-hwan.

“Political issues are dominating the media coverage at the moment, so people have yet to feel the heat of the world’s biggest football festival,” an industry insider said. “But once the tournament begins, they will be all cheering loudly and eagerly and companies will carry out full-fledged marketing campaigns.”

Eun-Taek Lee nabi@donga.com · Ji-Hyun Kim jhk85@donga.com