It’s not surprising that few Americans know that the UEFA Champions League Final will be played tomorrow. The game is actually a pretty big deal, Joey. (Our copy writer doesn’t think the beautiful game is so beautiful.)
We run marketing programs throughout Europe, Central, South and North America. Although we haven’t run campaigns in China, Japan or Taiwan, we have run a couple in Australia. We’re global, which explains why we should be paying attention to tomorrow’s match.
Unlike the Super Bowl, the run-up to tomorrow’s game doesn’t include a discussion about the advertisements that will run during the game. That’s due entirely to the fact that there are no* advertisements during the game. Two 45-minute halves of football (soccer) are played without commercial interruption though you will see something that looks a lot like a banner ad running across the bottom or top of the screen.
It’s not that the Super Bowl advertisements are a distraction. They have become a part of the game. American football and the everybody else’s football are just very different sports–the Super Bowl and UEFA League Final two different events. So it makes sense that a marketing program run in both North America and the EU should deliver a different message crafted for each unique audience.
Our programs use database segmentation to deliver a different message to a different audience, even an individual person. If our campaign includes a picture of a football for one audience and a football for the other we better get it right. That’s the beauty of interactive media. It gives us the opportunity to deliver the right images, the correct message and the true motivators driving each audience to make a buy decision.
The real question is should we be pulling for Messi or Ronaldo during tomorrow’s match?
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