The World Cup contributed to an uplift in brands reacting to events and running ‘Piggy Back Marketing’ campaigns to deliver immediate, topical messages to entice consumers to buy their products.
England’s unexpected longevity in the tournament, saw brands such as PrettyLittleThing, Wowcher and Aldi, create clever Football related marketing, delivered through both social media and digital platforms to capitalise on the World Cup Fever hype.
63%* of people surveyed thought that brands associating with topical events, like the World Cup are fun and 53%* said they’d be more likely to consider buying brands who run topical advertising campaigns.
John Kehoe, CEO of Manchester’s Media Agency Group, one of the UK’s largest independent agencies said:
“The World Cup and England’s longevity in the tournament resulted in a host of brands creating reactive advertising to stir emotions and generate consumer awareness. Digital Out of Home (DOOH) and Social Media are perfect platforms for delivering quick and concise messages to build brands and customer acquisition. It has been great to see brands having fun and capitalising on the hype across the country and making innovative content to build emotions and generate exciting conversation”.
Piggyback marketing is about delivering immediate, topical messages around current news or calendar events – either reactive or pre-planned.
A recent survey conducted by Clear Channel via the IPA databank 2018, showed that:
- 57% of people feel more positively about a brand
- 63% think brands associating with topical events are fun
- 65% think brands associating with topical events are clever
- 70% feel these ads are more noticeable
- +17% – Greater memory encoding using contextually relevant messaging in DOOH
- 53% Say they are more likely to consider buying brands who use topical ads
