The Marriott World Cup Ad Stars Former and Present US Soccer Stars
Rahul Kalvapalle — May 15, 2014 — Marketing
References: marriott.promo.eprize & adage
The Marriott World Cup campaign is an attempt by the hotel chain to cash in on the buzz and excitement surrounding the upcoming FIFA World Cup in Brazil. Marriott International teamed up with the U.S. soccer federation to unveil a digital campaign starring former American soccer star-turned-analyst Alexi Lalas and Team USA member Omar Gonzalez.
The two American soccer figures will headline Marriott's 'Defenders of Travel' campaign, which will consist of multiple videos starring Lalas and Gonzalez and made available on an interactive website. The website also includes a 'Penalty Kick Challenge' game, the conquerors of which are entered into draws to win fantastic prizes.
This Marriott World Cup ad is indicative of the growing popularity of soccer in the US, which has led many brands to produce World Cup-themed promotions.
The two American soccer figures will headline Marriott's 'Defenders of Travel' campaign, which will consist of multiple videos starring Lalas and Gonzalez and made available on an interactive website. The website also includes a 'Penalty Kick Challenge' game, the conquerors of which are entered into draws to win fantastic prizes.
This Marriott World Cup ad is indicative of the growing popularity of soccer in the US, which has led many brands to produce World Cup-themed promotions.
Trend Themes
1. World Cup-themed Promotions - Disruptive innovation opportunities exist for brands to create innovative marketing campaigns that leverage the popularity of the World Cup and engage soccer fans.
2. Interactive Digital Campaigns - There is potential for businesses to develop interactive websites and games that enhance user engagement and offer exciting opportunities for customer participation.
3. Collaborations with Sports Figures - Brands can collaborate with sports stars or analysts to create impactful ad campaigns that resonate with fans and drive brand awareness.
Industry Implications
1. Hospitality - Luxury hotels, like Marriott, can capitalize on major sports events like the World Cup to attract customers and enhance their brand image.
2. Sports Marketing - The growing popularity of soccer in the US presents a lucrative opportunity for marketers to create World Cup-themed promotions and campaigns.
3. Digital Advertising - The rise of interactive websites and games in advertising provides an avenue for innovative digital marketing strategies that can deliver impactful experiences to consumers.
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