The 2018 FIFA World Cup is here! 32 nations will battle for the ultimate prize – the World Cup. In celebration of the World Cup, I will show you some of the best adverts on Instagram, they'll be fun to check out during halftime. Read on as we both have some fun with familiar faces from world football in this year’s best Instagram World Cup ads.
It wouldn’t be a World Cup without an ad gathering all the famous football players. Adidas was responsible for such an ad this World Cup, and I think they did a great job.
Create the answer. #HereToCreate – – – @asapferg @bernardocarvalhosilva @caitfreestyle @carowozniacki @ch14_ @damianlillard @davidbeckham @dejesusoficial @d_degeaofficial @dele @florencia.galarza @hm_son7 @jesselingard @karliekloss @leomessi @lindseyhoran11 @luissuarez9 @mosalah @m10_official @noravexplora @paulpogba @pharrell @roberto_firmino @seanfreestyle @stormzyofficial @thejudge44 @vonmiller @Zidane
It seems like adidas couldn’t pack any more celebrities into its World Cup ad:
Other famous celebrities, like Pharrell Williams, Caroline Wozniacki, Karlie Kloss, and Von Miller also made appearances. This is an example of influencer marketing on a huge scale.
The campaign has a cleverly crafted personalization element. In addition to the main version which you can see above, adidas has created six different versions of this ad that will deliver content that is tailored to the viewers in six different key cities for adidas (Tokyo, Paris, New York, London, Shanghai, and Los Angeles). Each version will include content tailored by “creators” who are shaping the culture in their city.
Meanwhile, Instagrammers are invited to create content with the hashtag #HereToCreate, as seen in the silly example above. On Instagram alone the hashtag has been used more than 385,000 times already.
On their Instagram account, Hyundai released a funny ad which encapsulates the importance of the World Cup. Apparently, not even Romeo’s love is enough for Juliet to miss a World Cup match…
With this ad, Hyundai is promoting their #SaveMyGame football fan helpline, which allows fans to win exciting prizes. The campaign will be live from 14th June to 15th July where football fans can “Save Their Game” by giving a missed call on a special Hyundai Football Helpline and create an exciting experience for their interruption. A contest is a great way to get likes on Instagram, and improve overall performance.
Qatar Airways has opened up their Qatar Airlines campaign for the World Cup with the former Pussycat Doll, Nicole Scherzinger, performing her own version of the classic song “Dancing in the Streets.”
The official World Cup sponsor expresses the excitement in being part of the 2018 FIFA World Cup in Russia and highlights the joy the competition brings to the world with this creative ad; underlining the airline as the link that connects travelling fans.
Qatar Airways’ marketing strategy to spread excitement about the World Cup is supported with the hashtags #WorldCupTogether and #TogetherWeDream. It is a part of a contest to win two tickets for your favorite destination. Their sponsorship this year will lead easily into their sponsorship of the 2022 World Cup which will be hosted in Qatar.
Even though Zlatan Ibrahimovic will not participate in this World Cup with Sweden, it looks like he will be attending with Visa. The 36-year-old striker became the new face of Visa’s global marketing campaign, which includes a series of short ads tied to the World Cup.
A campaign featuring Zlatan Ibrahimovic can never go wrong. On the Instagram post above alone, Zlatan’s Visa advert was watched more than 3.9 million times, accumulating over 719,000 likes.
As an official sponsor of the World Cup, Visa made a great move by acquiring one of the biggest sports personalities as their main ambassador. A star like him can be a great opportunity to get more followers, especially creating a variety of content in a blitz like they're using. If only he was wearing the blue and yellow of Sweden one more time…
McDonald’s created a series of mini-ads targeting the World Cup in Russia.
Apart from creating specifically targeted ads for the FIFA World Cup, the sponsors of the competition focused on creating delicious World Cup-themed burgers.
With World Cup fever catching on, brands are looking for various ways to utilize the worldwide euphoria, and I think McDonald’s strategy is on point. What more could fans want than a burger with their country’s flag on top? Besides a World Cup win, that is.
As FIFA’s official smartphone brand, Vivo launched an initiative that will bring football fans and music fans together through a common dance language.
This is how you do it. Go on and #PassTheSwag 💃🏻to share your excitement, cheer and celebrate this 2018 #FIFA #WorldCup with the one dance to unite football and music fans around the world. Let’s make extraordinary moments as we #PassTheSwag to the billions around the world at #VivoSuperTime #OfficialSongPerformance by @nickyjampr , @willsmith , @strefie and @Diplo at the Final! 🙋
Vivo hopes to inspire fans to capture unforgettable moments and share them with the Vivo #PassTheSwag initiative during the World Cup.
Throughout the competition, fans watching it live will be encouraged to #PassTheSwag and share the excitement during the Vivo Super DJ Show at all 64 matches.
The World Cup is a wonderful occasion where people all around the world focus on only one thing – football. Through the years, there were many great World Cup ads that made the competition even more exciting, like this one from the last World Cup in 2014:
In this article, I went through some of the best Instagram World Cup ads from the official World Cup sponsors. As the World Cup starts today, I’m sure you’re as excited as I am, and will surely look forward to some amazing action. Between matches, or at halftime, watch some of these great ads and share them with your friends.
Date: June 14, 2018 / Categories: Case Studies, Engagement, Marketing, / Author: Rich Drees