In a world where everything is different: the way of living, working and even relating, the most important event in football could not fail to follow the trend established involuntarily by the covid-19 pandemic. The World Cup, which traditionally takes place between June and July, this year will take place in November/December.
But the reason that moved the Cup from the middle to the end of the year is another. In Qatar, the first country in the Middle East to host the tournament, temperatures vary between 40º and 50º degrees in June and July, while in November and December, players and fans will have a mild 25º to dribble.
And fans will be many – Qatar is expected to host 1.5 million people for the 2022 World Cup. As in 2018, billions will still follow the broadcasts of the games, including 191 M Brazilians (number recorded in 2018). Rede Globo had 23.7M viewers per hour, the highest average audience of any channel.
The expressiveness of this event for Brazil is huge, and directly impacts the media market, which, in the last World Cup, handled more than 1 billion hours consumed by viewers. The numbers are extremely attractive for brands – 170 of them were present in broadcasts, 1.7 billion impressions were generated via Twitter, in addition to 19 million mentions on social networks in Latin America.
All these results point to the need for brands to be very precise in order to achieve the greatest impact at the best moments. Media planning is already being done from now on to start at least 60 days before the Cup. It is important to remember that, due to the calendar, Black Friday will take place during the event, which will require planners to strategically adjust timing and contextualization to optimize each moment.
Preparation for this unique event in the Brazilian promotional calendar will be essential. Only in this way is it possible to carry out activations on multiple platforms, with personalized messages in different formats, according to the purpose of the occasion and the habits of the public.
GAMNED, a specialist in digital activations and programmatic media, has been carrying out this work for over 12 years, highlighting brands through a transparent methodology supported by innovations.
Fabio Almeida, General Director of GAMNED in Brazil, says:
“At this end of the year, which promises to be very competitive, it is essential to create solid and trusting partnerships to seek the best synergies between available technologies and achieve the best result for each campaign. GAMNED, through planning, operation and execution, delivers media campaigns in all formats and screens of the digital environment and understands that, in addition to technology, it has the human material necessary to understand this unique moment.”
The occasion is perfect, the public will be highly receptive and the event is extremely mediatized, so brands must guarantee all the necessary guidance and enter the field with strategy and tactics to win this highly disputed game. Counting on GAMNED is having a partner present in more than 7 countries, with activation of digital campaigns in more than 100 countries and a team formed by more than 160 experts.
Those who want to take advantage of the opportunity that the 2022 World Cup brings with it can get to know GAMNED better by consulting its material online or by contacting us at [email protected] as soon as possible. Now, it’s time to shine before the whole world, leaving your mark, more than ever, registered, strong and present.
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