For instance, Pepsi managed to steal the eyeballs from Coca-Cola, which official sponsor for the Cricket World Cup in 1996. The list included Nike, which generated over 230,000 social mentions, way more than its rival and World Cup sponsor Adidas’ 129,000 mentions. “The best example is what Pepsi did to Coca-Cola, the official sponsor of the 1996 Cricket World Cup with its ‘Nothing Official About It’’ campaign,” says Kaustav Das, CEO of integrated agency Ralph & Das. “The outpouring of passion was hitherto unseen and most South Koreans ended up perceiving SK Telecom as the official sponsor,” says Das. A brand should stop thinking about a competitor being the official sponsor and start thinking about how they can be socially relevant to the game to create maximum impact.”NOT A FIESTA, IT’S A MARKETING GAME

Source: dna June 05, 2018 21:00 UTC