World Cup.
1930, Uruguay created this poster with typical graphic of art decoration design of that era, which created the tradition of World Cup posters. Italy 1934 World Cup poster was created by famous illustrator GinoBoccasile. Henry Des is responsible for the poster design of France 1938 World Cup. The player standing on the top of the world is the main body in the picture.
1950, after a devastating world war, the World Cup was regarded as an important opportunity to strengthen international relations, and the Brazilian people chose socks with national flags all over the world to express this vision. 1954 The design of Switzerland is different from the previous painting style. The person who saved the ball in the picture is not wearing the costume of the traditional football match. That year coincided with the 50th anniversary of FIFA.
1962 GabarinoPonce poster design for the World Cup in Chile was selected from more than 300 works. The football on the poster was dyed red, representing the dry desert of the host Chile. 1966, this year can be said to be an important moment for the promotion of the World Cup, because England became the first host to create a mascot. Willie the lion became a symbol of England and continues to this day.
The design technique of the emblem of Mexico 1968 Olympic Games has set a new standard for this industry, so there is no doubt that Mexicans continued this technique in the World Cup two years later. The poster design of Argentina 1978 World Cup is very simple. The poster is a silhouette of players in blue and white striped shirts hugging each other to celebrate. Its significance is self-evident, and finally it is the wish of the Pampas eagle.
1982, the poster design of the World Cup in Spain is quite "Spanish". This painting was created by Catalan impressionist painter Joan Miro, and almost every painting reveals the essence of Picasso and Gaudi. Only 16 years after hosting the World Cup, Mexico became the host again, and the designers cast a shadow on the Aztec architecture to show the traditional culture of Mexico.
1990 The World Cup in Italy is designed with such a spectacular building as the Colosseum in Rome, Italy, which is a good choice for a country that wants to show its sports heritage. Designer AlbertoBurri sent an "invitation" to the world by decorating the national flags of the World Cup finals around the stadium.
1998 The poster of the World Cup in France was created by Montpellier's student NatalieleGall. His works won the poster design competition of 1998 World Cup, which was well received by everyone.
Modernity is regarded as the central idea by the German World Cup Organizing Committee. The poster is designed as a football pattern dotted with stars in the night sky, which symbolizes the country's acceptance of the world.
In 20 14, Brazilian designer KarenHaidinger tried to combine Brazil's iconic bright colors with the Amazon rainforest as the design concept of the poster. The artist also managed to embed the layout shape of Brazil in the poster.
20 18 The official poster of the World Cup in Russia was designed by the famous Russian artist Igor Gulovich, and the legendary goalkeeper Ye Xiaokai Yasin of the former Soviet Union became the only protagonist.
Poster of FIFA World Cup Qatar 2022 in 2022
The official posters of this World Cup were all created by Qatari artist Busena Al-muftah. The main poster depicts the traditional headdress thrown into the air, symbolizing the celebration of this football event and the enthusiasm of fans in Qatar and the Arab region. The supporting posters show the enthusiasm for football in the Arab region and the special significance of family reunion contained in football.
Al muftah said: "My main creative inspiration comes from the concept of group memory. Most of my works focus on past experiences and memories, and connect them with the present, and then describe and retain them in a contemporary way. FIFA World Cup Qatar 2022 series posters also echo this concept, hoping to tell you a story about Qatar football culture. "
How to evaluate the mascot "Zabivaka" of the 20 18 Russian World Cup? Just look at the pattern a bit like a monkey, look at the shape a bit like Hal, but it looks handsome, as long as everyone likes it.
The World Cup is coming. How do brands that want to follow the trend carry out sports marketing promotion? You may think it's all about big companies. After all, only big companies can afford to spend money on official sponsorship of the event. Conventional sports marketing routines (such as inviting stars and sponsoring) do not have much reference significance for ordinary companies.
However, the World Cup is the most important festival node of 20 18, and ordinary companies can actually get a share of these billions of traffic dividends. Let's talk about the common routines used by ordinary companies to promote the marketing of this World Cup.
1, World Cup theme packaging
If you are making online products, it is normal to operate theme activities according to festivals. The most attractive thing for users is to change the UI to the World Cup theme, and then set up an activity page to carry World Cup-related activities.
If you want to enhance users' sense of identity, you can even make different theme skins for each team for users to use and share, and the motivation of users' sharing is to show others that they support a certain team's sense of identity.
In addition, you can also undertake promotional activities such as lucky draw through team stamp collecting, World Cup medals and online punching, which can also effectively promote activities.
If it is an offline product, you can use the World Cup theme packaging products to carry out theme promotion activities; You can also promote users' second purchase through products and materials similar to "Star Card", and guide users to share and spread online through active QR code or design.
2. Limited product gift package
According to the theme of the World Cup, the limited product package of the World Cup will be launched and sold only during the World Cup.
For example, offline catering can provide World Cup packages, and if subdivided, Brazil packages, Argentina packages and Spain packages can also be provided. Just like when You from the Stars was on fire, many bars introduced fried chicken and beer packages. Online products and e-commerce products can use the same idea to operate the situation.
If you want to add some topicality and scarcity, you can also use some tricks such as "limited supply", for example, you can only buy it a few hours before each game, just like the "Taobao Second Floor" of mobile phone Taobao is only open at night.
3. Interactive game activities
Interactive H5 games can be said to be the standard of mobile marketing. For offline promotion, the content planning of many H5 games can also be applied to the marketing activities of stores. Interactive games can make use of the World Cup in the following ways:
A. Shooting game
Users play small games such as penalty or shooting, and different scores give different incentives. You can also add some team information and star information to the game content to increase the sense of substitution and topicality.
In fact, "penalty" and "shooting" games are common warm-up activities offline, which can often be seen in real estate sales or offline large stores.
B. Test the game
There is no doubt about the power of testing games. For the World Cup, you can test out the most matching star, the most temperament team, the most suitable position for football and so on through various questions and answers related to the World Cup theme.
You can also do some popular science questions and answers about previous World Cups and star knowledge in the form of online question and answer products this year, and give different rewards through scoring.
C. quiz activities
Uncertainties about the results of the competition can be added to product promotion activities, such as "Argentina won for free" and "one goal minus XX yuan". These activities have gimmicks, which have grafted the relationship between product marketing activities and the World Cup, easily attracting consumers' attention and triggering communication.
You can also do some activities such as guessing the results of each game, and use the concept of "prediction" to package and spread, and the effect will not be too bad.
D. Lobbying
Fans are like fans who are keen on calling their idol teams. The topic of saliva among fans call be debated in front of every world series.
Through canvassing, the spontaneous spread of brand activities can be promoted, and I also believe that this phenomenal applet /H5 case will definitely appear during this World Cup.
E. Live World Cup activities
Live events are mainly suitable for offline commercial promotion. For example, according to the schedule of the World Cup, the brand also holds "World Cup" activities, which can be small-scale live-action competitions, table football matches, even football matches, video games and so on.
4. Topic borrowing and poster communication
Every time I go to a big hot spot, there will be posters of brand merchants. During the 20 14 World Cup, excellent posters emerged one after another, such as the BMW poster in China, which won unanimous praise from the industry.
The production of posters should not only conform to the characteristics of the brand, but also conform to the design of the relevant figures of the World Cup and the progress of the competition. Most brands usually express the theme of the World Cup through profile skills. (Because most brands have no official authorization)
Making content posters to test the marketing department's ability to chase hot spots requires topic analysis and public opinion observation during the competition. The most important thing is to act quickly, otherwise the hot spots will be fleeting. How to make the content well received really depends on the skill of the creative team.
5. Universal content dissemination
In fact, there are many general contents, which are more suitable for new media channels such as Weibo WeChat, and for some conventional theme content output.
This kind of content is more representative: interesting things caused by girls being left out because boys watch the ball, TV fights at home, quarrels between men and women caused by watching the ball, and some tried-and-true inventory contents.
This kind of theme can also extend a lot of brain-hole-type and paragraph-type story content, which is very spreading whether it is used as WeChat tweet, comic book or short video popular this year.
Red line: pay attention to copyright risks
Brands should pay attention to copyright issues, whether it is the World Cup, NBA or Olympic Games, there are copyrights. Only officially authorized partners can use related logo, which is why many big brands use posters to make more innuendos, just to avoid copyright disputes while rubbing hot spots.
In fact, there are still many ways to avoid copyright issues, such as replacing the photos of the stars with illustrations and silhouettes, replacing the words "World Cup" with related words such as "football", carefully observing the competition propaganda of big brands in the past, and using copywriting posters, we can find some ingenious ways to avoid copyright risks.
summary
The World Cup is the most watched event this year, and major brands will try their best to attract consumers. Many brands have won praise in the marketing of sports events (such as Nike in the Olympic Games), and many brands have good resources (even official sponsor resources) but have not received due response.