Friday
Jun042010

Visa Takes Charge Of World Cup Marketing With Consumer-Driven YouTube Activation

June 3, 2010: Visa, one of six global FIFA partners with exclusive worldwide category rights through 2014, is expanding support behind the 2010 FIFA World Cup with a dedicated YouTube destination that encourages visitors to "Express your true colors with the easier way to pay."

The effort is part of Visa's larger "Go Fans" campaign touting its status as the exclusive card for the upcoming World Cup in South Africa. Now through the end of the tournament on July 11, visitors to the Go Fans YouTube site can "express their true colors in support of their national teams by viewing, uploading and sharing videos capturing creative, entertaining, passionate or humorous 'gooooal' calls."

In addition to showing support for their favorite team, the site also is part of the Visa "Watch your Way to Brazil Sweepstakes," with the ultimate prize being a trip to the 2014 FIFA World Cup in Brazil. (Full details here.) Among the weekly prizes are $100 Visa gift cards.

Leading up to and during the 2010 FIFA World Cup, athletes and celebrities will "show their passion and encourage other fans to do the same" by filming and submitting their best "goooal" videos to the Go Fans YouTube channel. Participants include two-time NBA MVP Steve Nash, former soccer stars Cafú and Jorge Campos and sportscaster Andres Cantor.

Creative from the Visa Go Fans FIFA-themed marketing campaign will be featured during broadcasts 2010 FIFA World Cup beginning with the USA vs. England match on June 12.

In addition to raising global brand awareness, the Visa campaign plans to tap into increased consumer spending directly associated with the World Cup.

In addition to raising global brand awareness, the Visa campaign plans to tap into increased consumer spending directly associated with the World Cup. According to global marketing and research firm Mintel, 63% of people who follow the World Cup will be increasing the amount they spend on leisure, 31% more will be buying beer or wine and 29% will increase their spending on food and snacks.

Visa is using fan power to activate marketing for the 2010 FIFA World Cup.Go Fans debuted in Latin America in 2009 and was introduced globally in February 2010. According to Visa, the campaign "was developed to connect with soccer fans worldwide to drive preference for and usage of Visa products, promote Visa’s association with the 2010 FIFA World Cup South Africa and reinforce the ways in which Visa enhances the fan’s FIFA World Cup experience."

More than 90 markets around the world are activating Visa FIFA-themed marketing programs at 500-plus financial institutions and merchants via advertising, customized promotions, POP, signage and direct mail. Visa's lead agency for the campaign is TBWA\Chiat\Day, Los Angeles.

According to Antonio Lucio, CMO for Visa Inc., “Our aim with Go Fans [is] to capture the unique passion of soccer fans and provide them an outlet to express their nationalistic pride. With the Visa Watch your Way to Brazil Sweepstakes and dedicated Go Fans YouTube channel, we offer soccer fans yet another way to express their true colors, and enhance their 2010 FIFA World Cup experience.”

Other FIFA global marketing partners are adidas, Coca-Cola, Emirates, Hyundai Kia Motors and Sony. FIFA World Cup sponsors include McDonald's, Anheuser-Busch (Budweiser), Continental Tire and Castrol.

Visa's Goal: Bring World Cup 'Go Fans' Campaign To The World

Q&A: Visa's Antonio Lucio

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