How will savvy brands use mobile marketing to take advantage of the FIFA World Cup?

Update July 10: Thanks to all who contributed. Please see: The Starting 11 – the essential mobile-marketing guide for the 2010 FIFA World Cup

Did any brand miss IBM’s PR coup with the augmented reality (AR) guide to Wimbledon 2009? With IBM’s name splashed across both mainstream and technical media worldwide, brand managers will be keen to hear how mobile can help them score at the FIFA World Cup in South Africa next year.

Now is the time for the mobile marketing business to put forward its best ideas to convince brands to use mobile marketing to score at the World Cup. Of course the same principles can be applied at any sporting event, but – no offence to golf, baseball etc – the next really big opportunity is football/soccer’s showpiece, the FIFA World Cup.

Please submit your ideas on how brands can use mobile to capitalize on sporting events, supported where possible with examples of how it has been done previously to help mobiThinking compile mobile marketing’s starting 11 for the World Cup.

Sean Pashley of South African mobile agency Starfish Mobile kicks us off in our brand-new guide to South Africa, where he says:
“The opportunities are mammoth: everything from World Cup SIM cards pre-loaded with content to advergames, instant messaging applications, tourism services (location-based services and translation services), entertainment services (what’s on, where) and branded content (this World Cup update brought to you by XYZ) and so on.”

  • The insider’s guide to mobile Web marketing in South Africa
  • With AR being such a hot topic, and with brands as diverse as WWF, Ford, Nike, Fanta, as well as IBM/Wimbledon, showing the world what’s possible, mobiThinking expects AR campaigns to make the starting 11. For more on the mobile-marketing potential of AR, see last week’s blog, which was featured on Carnival of the Mobilists (see below), and our brand new guide to AR from The Hyperfactory:

  • Bring your mobile campaign to life, virtually: the insider’s guide to augmented reality
  • Even better than the real thing: how augmented reality brings the mobile Web to life for brands and consumers
  • Many brands have already cottoned on to the mobile-marketing potential of calendar/religious events, such as Valentine’s Day and Christmas, where the principles translate well for sporting events. See this white paper for more information:

  • Spread the mobile love… how to run a seasonal campaign
  • Please submit your ideas for mobile marketing’s starting 11, by commenting below or emailing editor (at) mobiThinking.com.

    As mentioned above mobiThinking’s blog on AR was featured in Carnival of the Mobilists. For the uninitiated, the Carnival of the Mobilists is a weekly roundup of the best in mobile and wireless blogs, so we consider it a bit of an honor. Each week the Carnival is hosted on a different site. It has been running for 179 weeks – which is a pretty long time in mobile. If you are interested in mobile, it’s an essential bookmark.

    Previously, mobiThinking’s blog on essential places to register your mobile site to help drive traffic was also picked up by Carnival of the Mobilists.


    Further reading:

  • Bring your mobile campaign to life, virtually: the insider’s guide to augmented reality
  • Even better than the real thing: how augmented reality brings the mobile Web to life for brands and consumers
  • Five-minute interview: Rory Sutherland, vice-chairman, Ogilvy Group
  • The insider’s guide to mobile Web marketing in South Africa
  • The Top Ten mobiThinkers 2009
  • mobiThinking’s page of essential links
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