STRATEGIC BRIEF:
FIFA WORLD CUP 2010
Football Soccer in the USA. The World Cup is “the Biggest Party in the World” with roughly 300 million to 1 billion viewers all around the world tuning into the games. Unfortunately, the United States is not well-represented at this party. Football (or soccer in the US) falls short to the popularity of American sports such as American football and baseball, but the numbers do seem to be improving. Between the 2002 World Cup and the 2006 World Cup, number of American viewers increased by 152% (16.9 million). Though this is a drastic increase, it still falls much lower in comparison to other sporting event viewership in the United States. As our country becomes more diverse, there is great potential for soccer to thrive in the US, as well as provide us with a medium to connect other people all across the world.
About (Federation Internationale de Football Association) FIFA, THE BRAND. FIFA is committed to touching the world, using football and their World Cup as a symbol of hope and integration. They attempt to do this in several ways: 1. 2. 3.
Develop the game: Constantly improve, promote globally. Football development means investing in people and society at large. Football is a school of life. Touch the World: Take football action and passion at all levels to every corner of the planet. Build a better future: Football is a unifying force whose virtues make an important contribution to society. Use football as a tool for social and human development
Our Objectives - The campaign we create will convey all of these brand attributes.
It will well
represent the FIFA brand, and it will help them to further achieve their goals. 1. Increase number of Americans who watch the World Cup, especially the final game of the 2010 World Cup by 25% (21,125,000 viewers) 2. Increase understanding of what FIFA is and what they stand for by Americans 3. To connect American kids (8-14) with other kids and cultures throughout the world by using soccer, more specifically the World Cup, as the medium 4. Measure our success through changes in attitude, viewing, and website involvement
Who we are talking to. Teenagers, 13-16 years old. These students spend majority of their day with exposure to a variety of ethnicities and cultures...at their schools. They are personally invested in engaging on an international level with other cultures. We plan to use soccer as a tool to connect them with and educate them about the world. Most American kids have at one time played soccer when they were younger, but for whatever reason dropped the sport for other extracurricular activities. Brands and advertisers have been trying to increase the popularity of soccer in the past few years, but they have always done so on a large scale. We plan to focus our efforts on a smaller target, in order to be as effective as possible with our efforts. Growing soccer in the U.S. is going to be a gradual process, and it will not happen over night. If we can increase soccerʼs popularity with this group, we can potentially connect them with a sport they will enjoy the rest of their lives and influence generations to come.