Sony Ericsson turns to new media for World Cup 18/12/2009 |
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World Cup sponsor Sony Ericsson will use social networks, rather than TV ads, to promote its association with the tournament.
The company, whose parent Sony has a $300m tier-one sponsorship agreement with Fifa, believes sites such as Facebook and Twitter offer greater opportunities to interact with fans.
“We have made the conscious decision to steer away from the traditional branding route as this supports our fan-centric strategy,” director of global marketing partnerships Calum MacDougall told Reuters.
“Instead we are going straight to online fan communities through popular social networking channels.”
Sony Ericsson has launched a Twitter Cup competition which will see fans split into groups along the same lines as the countries for the finals in South Africa next year. The countries with the most Tweets will progress to the later stages of the competition.
“Fans love being given the opportunity to share their feelings with one another and really get behind their team, and social networking platforms allow them to do that,” he added.
“What’s great about the social networking world is that we can give fans real value and improve their experience by providing ways in which they can enjoy all the fun of the World Cup. These channels also mean that we can reach a truly global audience, which is incredibly important for us.”
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