World Cup journal takes on-site marketing elements off-site!

 
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June 14, 2006

Volume 5, Issue 10

World Cup journal takes on-site marketing elements off-site!

 

 

Online portal offers sponsors - and fans    - unique World Cup experience

 

 

 

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Contact Info: Dan Migala, The Migala Report, [email protected], (312) 602-4315

Jamie Pardi, Sea Bridge Inc., [email protected], (650) 953-4428

Chris McGuire, Adidas, [email protected], (503) 719-0182           

 

Program title: US Soccer Stars Portal

http://www.adidas.usasoccerstars.com

 

Objective: To develop an on-site marketing strategy during the World Bup in Germany for fans who are at home in the United States. 

 

Program Description: The movie theater experience has come home so why can’t off site and ambush marketing techniques?

Developed by South San Francisco, Calif.-based SeaBridge Inc, USA Soccer Stars provides a compelling marketing platform for adidas, at&t, Papa John’s, Sirius Satellite Radio, Slingbox and TextIt. The concept is to leverage unique access to three U.S. soccer players (team captain Claudio Reyna, Eddie Lewis and Pablo Mastroeni) by providing a Web site solely for the length of the World Cup and provide fans with an intimate look into the minds and hearts of these players. The organizations hired sports business journalist Dan Migala to interview these players to write their journal and pen a daily column of his experiences to be posted on the site. 

Migala also is creating a video journal of his experiences throughout Germany that will be featured on a communicator tool developed by Phoenix, AZ-based New Tier. 

Here is how it works…SeaBridge coordinated and recruited all of the sponsors to provide them a platform to communicate directly with U.S. fans. These fans are required to register to view the free content and participate in a series of online contests and sweepstakes that qualify them to win a series of prizes through the site. 

The data collection component is critical to this program as it serves as a vehicle of communicating and interacting with fans to increase daily visits throughout the tournament. The site’s other interactive features allow fans to send in pictures of themselves offering support and to submit questions and words of support for the team throughout the World Cup. Fans can download their player-themed wallpaper and ringtones to their cell phones.

 

Charitable Component: Gibson Guitars donated a guitar to the site that will be autographed by the entire U.S. Soccer team and auctioned off as a fund raiser for a charity founded by Eddie Lewis called “The Big Game James Foundation.” The charity is named in honor of Eddie’s young son who has down syndrome.

 

Media:  USA Soccer Stars is a true mass/grass roots marketing strategy. The site has leveraged relationships to send e-mail messages to organizations in youth soccer, professional soccer, down syndrome organizations and viral campaigns.

 

The uniqueness of the site’s content helped to secure reports featured on or in USA Today, ABC-TV, Comcast SportsNet, Fox Sports Radio and Sirius Satellite Radio. 

 

Results:  The site was launched in conjunction with the team’s first exhibition game in Nashville, TN on May 23. Before the team left for Germany, the site attracted more than 1,200 unique visitors.

 

Looking Ahead: While these numbers represent pre-World Cup numbers, SeaBridge and its sponsors realistically project 50,000 registered users to the site by the end of the U.S. team’s opening round and those numbers could grow depending on the U.S. team’s performance.

 

 

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