One of the oldest and the most popular sporting event Cuju or FIFA’s Football World Cup is all about to start from 12th June to 13th July 2014. The month long football carnival that is going to be played in Brazil will witness national teams of 31 countries playing a total of 64 matches across 12 cities in the country.
While the world takes on a football frenzy during the coming month, the madness in India might fall short compared to the madness for cricket. Seeing this as an opportunity, Sony Six the official broadcaster of the game has launched a new campaign – ‘Live The Magic’. Conceived by Havas Worldwide, the objective of the campaign is to ignite the fervor and the passion among the football fanatics as well as to call out to non-sport enthusiasts to join the party.
To bring together the two sets of sports enthusiasts, the brand has roped in football lover, owner of Guwahati franchise of the Indian Super League (ISL) and Bollywood actor John Abraham.
The 360 degree marketing campaign by the television channel has launched a TVC in association with John. The lesser than a minute TVC shows John donning the avatar of Brazil’s sensational striker Neymar Jr and coming on to the town street. He is joined by fellow town football fans donning the avatar of Portugal’s superstar Cristiano Ronaldo, Argentina’s football maestro Lionel Messi, and France’s lightning bolt Frank Ribery. They all end up enjoying a game while being cheered by fans on a beach while bringing the carnival feel of Brazil. The TVC ends with John asking viewers to watch the games along with him on Sony Six.
With the games starting in less than a week, John would be living the magic of the games via the television and a studio, where he’ll get to analyse the matches for the viewers with football icons like Peter Crouch, Robbie Fowler, Peter Shilton, Mikael Silvestre, Ellyse Perry and Sunil Chhetri.
“Cafe Rio” and “Football Extraaa” are the two shows that Sony SIX has planned to dole out during the matches to inculcate prime time football viewing in the country, informs NDTV Sports.
While the TVC reflects the spirit of the game and gets the crowd cheering, I wonder if it would be enough for a non-football fan to stay up all night to watch the games. Besides the TVC reminds a bit about Nike’s “Risk Everything.”
Nevertheless, the brand that has been promoting IPL 7 of late is aggressively promoting the campaign. The Facebook page which has more than 396K fans in now doing the countdown of the games. Along with that the page is posting some trivia and team details. With six days remaining the page could inform more about the games, teams and players. For example the page could talk about a team like Bosnia and Herzegovina which has qualified for the first time for the world cup. I am sure with a month long world cup, Sony Six will have a lot of talking to do with fans.
Twitter which has more than 57K fans is also talking about the world cup but the cheer is not that loud on tweets. Twitter is the gold mine of experts and I am sure there must be a bunch of football fanatics who would be excited to talk about the game. Why not get them on board? Hopefully we see some more action on Twitter in the coming days.
Along with digital and social, the brand is promoting “Live The Magic” across television, print, radio, outdoor, on-ground, mobile, BTL and out of home.