The 2014 FIFA World Cup is well underway. Thousands have flocked to San Paulo, Brazil to cheer on their home team. From memorable upsets to unforgettable goals, the world’s largest sporting event has not disappointed fans or corporate sponsors. This year’s World Cup is expected to generate four billion dollars in total revenue for FIFA—66 percent more than the 2010’s tournament in South Africa.
The majority of the revenue will come from—yep, you guessed it—television (1.7 billion dollars) and marketing rights (1.35 billion dollars) from corporate partners such as Coca-Cola, Sony, Visa, and Hyundai. For these companies, it’s money well spent as the tournament draws a massive, passionate following from all over the globe. Successful campaigns have picked up on the emotional appeal that viewers have come to love.
Coca-Cola, for example, has been particularly successful at tugging on the world’s heartstrings with its inventive campaigns. The beverage mogul collaborated with San Paulo street artist Speto to produce limited edition 2014 FIFA World Cup Cans, which capture the color and characteristics of Brazilian street art.
“Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup. Through ‘The World’s Cup,’Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for more inclusive and connected world,” said Joseph Tripodi, executive vice president and chief marketing and commercial officer of the company in a statement.
Furthermore, the brand is well-known for creating emotional videos that speak to its customer base. Coke’s most popular video, “One World, One Game,” features extreme soccer fans from various countries, who got be a part of the celebration, carrying their nation teams’ flags during kick-off—a dream come true.
Videos of soccer fans overcoming obstacles told through an emotional medium have been effective in drawing viewers as well. Jay Moye, senior writer at Coca-Cola stated, “The stories show how—even in times of tension and hardship—football can unite people from all corners of the globe, regardless of background, religion, gender or race. For some, their beloved sport gives them the strength to continue in the face of a disaster. For others, it provides a simple source of joy. In every case, the sport brings a community closer together.”
Coke’s genius use of content marketing is a great example of how corporations can use this marketing strategy to evoke emotion and connect with customers on a personal level. At the end of the day, consider the emotions you want associated with your brand and then develop content to match; you might be surprised at just how effective emotional appeal can be.