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  • Vancouver Whitecaps presents its new uniform…on FIFA Soccer!

    Vancouver Whitecaps is a MLS canadian team. As any major football team nowadays they took advantage of the new uniform (3rd kit) launch to engage with fans. But, instead of a common campaign, usually involving press conferences and contests between fans, the Whitecaps created a FIFA Soccer (EA game) video to do it.

    A very innovative release and we would like to discuss two points:

    - More and more FIFA Soccer becomes not only a good football simulator, but a sports culture phenom (this video is just another proof of that). If the game was still restricted to nerds and geeks incapable of playing real football, the Whitecaps would not use it to launch their new uniform.

    - In the end of the video, the Whitecaps sponsor’s logo, displayed in the virtual jersey, is highlighted in the screen. A smalldetail that shows a lot of respect from the team to the sponsor.

    via Mkt Esportivo

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  • Lotus F1 + Linkin Park: synergy between sports and music

    Sports and music are always together. Some brands already work with this kind of synergy very well. A good example is Coca-Cola´s World Cup 2010 jingle, that had more awareness than the official one.

    Recently we wrote a post about a country music band sponsoring Vasco da Gama, one of the major brazilian footbal clubs (just in portuguese). It looks like a trend as music is also present at the World Cup 2014´s slogan.

    Now Lotus racing team (Formula 1) and Linkin Park just launched a new iOs app game. This uncommon partnership leave us some questions: do they share the same fan base? Are there any similarities between the Formula 1 and music fan base? How did this idea come true?

    Besides that, the game has a very innovative mechanic, mixing Guitar Hero with a traditional racing game. From here it´s possible to imagine a lot of possibilites. Footbal clubs with Brazilian bands. Competitions with music labels. Athletes and musicians…

    via Brand Republic

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  • Olympics and media evolution

    The infographic below shows how Olympics and media evolves, and keep evolving, through time.

    Olympics are a great platform of human overcoming stories, not only from a physical and mental perspective, but also from the perspective of our desire to communicate.

    2012 is already the social media Olympics. The question is, which will be the next communication milestone?

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  • Sports show how incredible we are

    This video show great images of people overcoming their limitations through sports.

    It´s an inspiration source for those of us who work with sports marketing.

    The connection between companies and sports go beyond brand visibility. Good sports marketing can cause the kind of sensation you had watching this video.

    Think about it.

    via Update or Die

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  • What does new Nike´s campaign and The Avengers have in common?

    We know this might just look like another opportunistic post about two of the most commented marketing phenomena these days: the new Nike campaign and The Avengers movie. But, we promise, in the end of the text you will notice that both have a lot in common in their strategies. But, if you haven´t seen this Nike campaign yet, stop everything in and click here.

    Back to our thoughts… The Avengers is guided by an innovative logic in the movie industry as this franchise is composed by four characters (Iron Man, Hulk, Thor and Captain America), with their own stories that can be consumed in any quantity, combination and order. All these stories serve as fuel to fans, raising the expectations to The Avengers movie, a fifth story that can be consumed together or separated from the others.  The bigger the combination between Marvel´s movies, the better the experience.

    Now, let´s talk about Nike, which has a lot of athletes in their sponsorship portfolio. Star players in the most respected football clubs in the world. During the year Nike activates its sponsored players in many ways, each one as an individual story, or, each player as an “avenger”.

    From time to time Nike launches a major campaign with a strong message and full of technology tricks, as we have seen in the “My Time is Now”interactive video. These campaigns feature a lot of athletes, showing the power of the brand. Metaphorically all these heroes getting together are the Nike´s Avengers. See our point?

    This logic is specially interesting to brands that work with lots of sports properties at the same time because it enables each one´s development and also an umbrella concept with all of them.

    Just like The Avengers, the success key is to build these minor stories with a clear and long term vision. Last Nike´s campaign, for example, had yourh stars that will gonna make history soon as a theme. It´s hard to believe that all these sponsorships happened by chance, without a long term strategy, before the first contracted was signed.

    Concluding, companies which sponsor sports properties without asking themselves why and for what cannot build meaningful campaigns, as Nike did with My Time is Now.

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