The Daily Dose: Profit from the World Cup

 | Jul 02, 2014 | 10:00 AM EDT
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It seems that World Cup mania has infiltrated offices across the country. Even this psychotic worker admits to being momentarily distracted by the game yesterday, despite not liking soccer (or "futbol") a great deal. That said, the World Cup is impacting companies in surprising ways, at least initially having nothing to do with driving sales and profits. In my view, the World Cup is creating all sorts of social engagement on Twitter and Facebook regarding top brands, which may lead to a sales burst in the third quarter.

One name that falls into this category is Nike (NKE). Yesterday, I had a discussion with a Twitter executive responsible for overseeing retail. The unnamed person shared that he recently visited Nike's "command post" for the World Cup -- the central hub monitoring social activity with the brand for the world's favorite sport. The excitement in his voice regarding what he evidenced was palpable, and indeed got me excited on the bottom line potential for the company post World Cup.

After the phone chat I received some ad engagement stats from a Nike contact. Here is what the contact sent along:

  • Across the three films we released as part of the #Riskeverything campaign, we are now at 372 million online views through different platforms (Youtube, Facebook, Twitter, Weibo in China), with 22 millions engagements (likes, retweets, favorites, shares). If you include TV, mobile views, cinema, we are at over 6 billion impressions for the campaign.
  • Our #askzlatan interactive campaign, where the animated Zlatan Ibrahimovich responds to consumer questions in short personalized films has had over 12.3 million digital views.  
  • 'Winner Stays' and 'The Last Game' are two of the top 20 all-time digital video brand campaigns ever. 

Here are the latest stats on our digital ads for the "Risk Everything" campaign:

  • 4.1 -- Men in the Arena. 29 million digital views
  • 4.25 --Winner Stays. 152 million digital views
  • 6.9 -- The Last Game. 191 million digital views

Apple's Retail Store Strategy

The first Apple (AAPL) retail store opened in Tyson's Center in Virginia on May 19, 2001. Hosting the event was none other than Steve Jobs. Some three hours later, the second Apple store opened, at 10:00 am, in southern California. 

Since then, the interiors of Apple's stores have largely remained unchanged, boasting a clean design and zones where customers can engage with products. But, with new eye-catching Sony (SNE), Samsung, Google (GOOGL), and Microsoft (MSFT) shops opening inside Best Buy and in the mall, Apple and its new head of retail Angela Ahrendts will have to gently refresh the inside of the stores to stay ahead. 

That appears to have begun with news that Apple stores around the world have started to hang new light box wall graphics.

What can be taken away from this simple maneuver is that Apple has realized its product and services story has evolved to the point where it must be better showcased in the store.

Here is what I learned from studying Apple's new light box wall graphics:

  • The graphics show group and social interaction, signaling the value to the consumer of buying an Apple product for the first time or upgrading to a new model.
  • There is a global focus -- Apple's way of reinforcing the power of its products to drive real change on a global scale.
  • There is more product versatility on display and attention on the app experience derived from a quick download, again signifying the value of owning an Apple product. 



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