This Time for Africa

One month, 64 games and 145 goals later, the world's biggest event is over. Dry those eyes and pack away those vuvuzelas because you have to wait another 4 years until the next one. But what a World Cup it has been. I think this tournament will be one that will be remembered for years, for a variety of reasons - footballing and non-footballing reasons.

But I think as the sun goes down on this World Cup, South Africa can be duly proud of what they have achieved as host and as a country. The hosting of this tournament for not just South Africa, but the entire continent of Africa has been a marketing and rebranding coup. Two years ago, FIFA President Sepp Blatter said

“People don’t want to trust Africa. That is wrong. Africa has given so much not only to football but to the whole world. Someday, something should come back. So let’s have this World Cup. Let’s celebrate Africa. Why not?”

And celebrate we all did. Even though popularised by a Colombian singer, the strains of "Waka Waka" and its tag line "This Time for Africa", continue to filter through the airwaves, leaving it as probably one of the most popular tournament anthems ever.The world has looked to South Africa over the past month for great football, but got more than they bargained for in the artistry, passion, energy and dare I say, unity of its people.

This game allowed Africa to showcase its beauty and the remnants of Apartheid regime, to the outside world, which seems to have no idea how bad things were and that there is a better side of Africa(beside tribal wars and starvation) which international media—for its own convenience ---tends not to focus on. - Ghanaweb

Whether the powers that be will leap on the momentum which this World Cup has generated and leverage all the positives into effecting socio-economic change is another story, but well done South Africa.

And without a doubt, this tournament's immense public appeal and attraction was heavily invested in the fact that we had greater means to communicate, participate and enjoy the tournament's various facets. World Cup 2010 was supposed to be the social media World Cup and boy was it ever. Information, debates, opinions, replays - all available at the click of a button, whether it be on Twitter, Facebook, Youtube, the obsessed and the curious all found a way to be part of this global phenomenon via this global phenomenon. Sponsors and pundits alike milked it for all it was worth, tapping into the enormous audience primed to receive messages.

Twitter reported that the World Cup or #Worldcup resulted in a record 3,283 tweets per second as opposed to the regular average of 750 per second. The fail whale was almost as recognisable as Paul the Octopus, because of the barrage of tweets around the tournament. Social media has truly revolutionised the way we love the game, and the way the host country was marketed to the millions who could not make it there to see the games live.

At the end of it all, though Spain were crowned the best team in the world, the real winners were South Africa and social media, and all the people who joined the revolution to make this one of the best tournaments the world has ever seen.  Brazil 2014 has some rather big shoes to fill, but I think they can do it. In 4 years, this phenomenon may be bigger than any of us can ever have imagined.

Runners up: Paul and the vuvuzelas.

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PR Blues - The Fall of the French Football Team

Yesterday the problems for Les Bleus continued to escalate with the team refusing to participate in a public training session. The expulsion of one of their players, Nicholas Anelka seems to have been the last straw in an already tenuous situation.

The entire debacle does nothing for the image of the French and has attracted the scorn of global onlookers who have labelled the team as "recalcitrant, indignant whiners".

But it seems that this was a disaster waiting to happen, with a total lack of teamwork, communication and consultation off the field - the retention of an unpopular coach, the retention of players caught up in another, even more unsavoury PR disaster, the unwillingness to deal with contentious issues head on before they grew from mounds into mountains and ultimately into volcanoes which have now erupted. The subsequent fall out has now further undermined the once glorious image of French football, created by the 1998 World Cup champion team. Les Bleus are quickly becoming Les Ughs with their antics and fail to recognise that their selfish actions are not only impacting their World Cup performance but also their entire country. I would think that the honour of wearing the national colours would mean something and trump personal ambitions and feelings, but clearly this is not the case with this team.

Economy Minister Christine Lagarde, formerly a member of the national synchronised swimming team, slammed the boycott, telling a French TV channel: “I am appalled because I have worn the French national colours…and when you wear the French national colours, you have added responsibilities”. - France24.

Clearly noone spoke to them about their role as brand ambassadors for the tricolour and all it represents and how their actions could positively or negatively brand over 65 million people.Clearly noone mentioned to them that they were the role models for the little boys who aspire to be part of football history one day and be catalysts for the development of sporting programmes in communities across the country and the injection of corporate sponsorship to support this development.

Instead, they have chosen to make themselves the laughing stock of what was supposed to be a great tournament. Their statement to the media does not reflect the reality of the situation at all and is incredible at best.

"Out of respect for the public who came to attend training, we decided to go to meet the fans who, by their presence, showed their full support. For our part, we are aware of our responsibilities as those wearing the colours of our country. Also for those we have towards our fans and countless children who keep Les Bleus as role models."

It is a total reputational disaster for not just the players on the field but the supporters and nation which they represent and for the sport of which they were king 12 years ago. Perhaps, one of the biggest losers in all of this is probably the Irish national team who was denied a place in the tournament by yet another French PR disaster - the infamous Thierry Henry hand ball. I would like to assume that had they qualified instead of the French, they would have been committed to representing their country and the sport in more honourable fashion. But we will never know and are instead left with the ongoing fallout from a poorly managed situation on the part of all the parties involved, not just the players, who though are the ones left smack dab in the public eye and the ones making a bad situation worse.

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The World Cup's PR superstar

The 2010 World Cup is in full swing and the matches so far, in my opinion have not been as exciting as hoped, but it's only the first round so I am not too worried. But the REAL buzz of the tournament so far has been the loud, unapologetic and fancy-free vuvu.

The vuvuzela has been creating quite a riot - literally and otherwise - in this year's World Cup. Many people are irritated by the noise which it creates,which mimics an elephant, saying it drowns out national anthems and patriotic chanting and songs and basically distracts from the game. But bet your vuvu, the buzz has made vuvu the unexpected star so far of the World Cup. No player or team has gotten as much coverage as the vuvu and I think it should get a publicist to manage its 15 minutes of fame.

Many games have come and gone without much to remember apart from the football moments. The energy so far from South Africa has been amazing and infectious and the moments are sure to be memorable. When the International Cricket Council (ICC) decided to restrict traditional WI cricket cultural traditions as the region hosted the ICC World Cup in 2007, it was no longer a West Indian World Cup. It was a cricket World Cup merely held in the West Indies. The elements which would have made the tournament unique and special were gone, leaving only the cricket and its international players. The calls to ban the vuvu are as loud as the vuvu itself, and there will be much debate about it during the Cup, but it is part of what makes the tournament uniquely South African - giving it a unique selling proposition; setting it apart from World Cup tournaments gone by.

The vuvu may not be the most loved instrument at the moment, but it surely the most sought after, with sales of the obnoxious plastic horn climbing daily. A friend of mine in South Africa at the moment confessed that it is a bit harsh on the ears, but he has bought them in many colours as souvenirs for friends and family - mementos of the first African World Cup. The instrument is also available for sale across the world, e.g. in the UK. and is quickly becoming a cash cow for wily businessmen, seeing the opportunity to capitalise on all the noise.

The vuvu is effortlessly creating greater buzz around the 2010 football showcase and at the moment is surely outplaying stars like Kaka, Rooney and Ronaldo. It says nothing, does nothing, but is still as popular as any star player. It has its own app, is a blog star and is the hot ticket for merchandisers around the world. Additionally, its PR star power has now been harnessed by the United Nations...yes...the UN, to heighten awareness around violence against women and children via its Blow Vuvuzela campaign.

It is doing a fantastic job, like it or not, of selling South Africa and selling its World Cup as distinctly African, and hopefully as one of the most memorable World Cups ever.

Vuvuzela basics:

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USA vs England: Perception vs Reality

So the NY Post debuted this now infamous cover on Sunday after the USA drew 1-1 with England at the World Cup on Saturday.

Now, to say this cover annoyed me initially would be an understatement. I mean, a draw is not a win, not by any stretch of the imagination. That's just reality. A draw does not give you 3 points, but merely 1, and furthermore, the quality of the goal which brought the USA to this point was not one for the record books. At least not for the USA. Robert Green, the unfortunate and villified English goalie decided to give the other team a hand. So in my football circle and in many other circles, where the footballer right now is King, the reality was that the USA was delusional, desperate for glory and sad. lol.

But after a good night's sleep, I overcame my annoyance with the cover, remembering our own "win" in 2006, when though we did not win by a draw like the Americans, Trinidad and Tobago in our very first World Cup ever, bravely and skilfully withstood the roar of the Lions and did not totally embarass themselves with a 10-0 scoreline (good morning Socceroos). Though we did not plaster T&T wins against the English 2-0 on our newspaper, because that would have been a laugh and that sports editor would have been run out of town, it felt good nonetheless.

I guess for the USA, a country that calls the beautiful game soccer and as one tweeter complained on Saturday, is happier to have the tv in the bar on a rained out Nascar race as opposed to watching their national team play football in the greatest footballing show on earth, a 1-1 draw was indeed a victory. A 1-1 draw against a team from a country with one of the best football leagues in the world.

But more than that, it was a sale - a great PR push around a perception that this team had the chops to be a contender. A cover and a headline and an image like this one - happy and exuberant red, white and blue clad "soccer" players celebrating a goal, regardless of its merit, is bound to create some good buzz around the team, so there could be more World Cup on LCDs over the next week or so, and less Nascar. Good news for the sponsors, the advertisers, the MLS and of course the team. It's a good PR cover for a team that does not yet have the same rabid support as the NBA, NFL, or clearly Nascar.

The perception celebrated here is that the USA had "come good" when noone else thought they would, and had proven that "soccer" had a place in the American sporting fabric; that it was not just a thing a bunch of guys did for fun, but a real passion and one which they were getting more competitive at. I cannot fault them for that in the end. It's a win.

But taking off my PR hat and putting back on my boots, the reality however, still remains that a draw in its most technical sense is still not a win and there are more games to come.

In case you missed it the first, second or 50th time...Robert Green.

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They are Ready!: Africa's PR Test

As we count down the mere hours to kickoff of the FIFA 2010 World Cup (in case you were unclear as to what was kicking off, in case you live under a rock in a deep, dark cave), it is clear that not only is it the largest and most spectacular showcase of global footballing talent, but it is also a HUGE public relations and marketing coup for South Africa and by extension, the entire African continent.

I am sitting here, thanks to the lovely Kim, taking in bits of the WC kickoff concert and the talent and pageantry is absolutely amazing. Here is a chance for for Africa to shine and put themselves out there in the most positive light; to harness the glare of the global media and turn it to their advantage by marketing all that is beautiful and powerful about the continent. For years, we have sat by and watched Africa's hunger, bloody civil wars, corrupt and vicious dictators, battles with epidemics like HIV/AIDS and that has been what we have come to associate Africa with more times than we should. The world had formed its own image of the region.

But now it's their turn to show us THEIR Africa under the full lights of our scrutiny and against the backdrop of stereotypes and prejudice and so far, it has been beautiful and thrilling and touching and powerful. It's the reason island nations fight for beauty pageants, regional and global conferences and sporting events - to put their PR machinery to work, to put their people and their culture and their very beings to work for their economies, for their productivity and for their pride. For the chance to show the world, "Here we are. This is who we are!"

Let the beautiful game begin in beautiful Africa. Bafana! Bafana! Nelson Mandela must be truly beaming. I am ready for the World Cup and so is Africa.

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A Mascot Affair

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It has now become almost customary in global events such as the FIFA World Cup and the Olympics, to launch event-related mascots aimed (supposedly) at children. With the recent launch of the London 2012 Olympics mascots, I thought it would be fun to take a look at some mascots, for better and for worse.

Willie was apparently the first mascot (waaaaaaaay before my time) and can be considered the Father of the Mascots, heralding the start of the 1966 World Cup in England.

Mexico did not bother to go with the animal theme in 1986 when they hosted the World Cup. Instead, they chose Pique, a friendly jalapeno pepper - easy on the eyes, friendly looking, approachable (as approachable as a spicy vegetable can be, that is).

The US had Sam the bald eagle for the 1984 Summer Olympics and let me tell you, I had a Sam lunchkit, thermos and lunchbowl, because Sam was hot. Apparently he was too hot cause some thieving child stole my Sam lunchbox just 2 weeks after I got it!

Then we have Footix. Yes, Footix. Odd name, but he was the feathered (anti-KFC) mascot during the 1998 World Cup in France.

I am a bit biased when it comes to the Fuwa of the 2008 Olympics, and I have everything Fuwa - mousepad, pencils, temporary tattoos. Beijing opted for 5 mascots as opposed to just one - a panda, a fish, a Tibetan antelope, a swallow and the Olympic Flame.

And the most recent football hottie is Zakumi, the footballing lion representing the 2010 World Cup in South Africa. I think Zakumi is hot and exudes strength and a great deal of self confidence and attitude. I so want a stuffed Zakumi. (Really!)

And then we have, the 2012 mascots from London - Wenlock and Mandeville. They actually don't look too bad in this version.

Do these guys not look less like plucky, friendly mascots, and more like aliens bent on enslaving all of humanity? - Runners' World

Now, I do applaud the fact that the designers sat with kids and vetted these characters with these intuitive thought leaders.

Olympic Organizing Committee chairman Sebastian Coe apparently said that children don't like cuddly animal mascots and instead prefer "something they can interact with and something with a good story behind it." - The Gazette

And what is the story?

In author Morpurgo's vision, the pair begin life as two drops of steel from a factory in Bolton, taken home by a retiring worker who fashions characters out of the metal for his grandchildren.They appear to have a single central eye, explained as a camera lens, through which they'll see the world, and respond to it. - BBC Sport

(Children don't like cuddly mascots? Really?)

But with the negative comments coming from the adults, it begs the question, are mascots only limited to children? Usually, especially if one has journeyed to the event city to take in this once-in-a-lifetime experience firsthand, one wants souvenirs to remember the occasion by. And usually the key chains, and mugs and tshirts and postcards etc are all branded with the official event mascot. Wenlock and Mandeville sadly don't seem to have found favour with the people with the cash and credit cards just yet. Maybe as time passes and as excitement builds, they will come across less hideous and more palatable to consumers.

Adults seem to love their team mascots enough that they often buy silly hats and replica costumes to celebrate their mascot. Athletes love their mascots.

I love my mascots. So are Wenlock and his one-eyed buddy just too out there for the rational minds of the adult mascot-loving public? Though the commercial partners were apparently consulted during the creative process, should there have been a focus group of over-13's to help put this concept together? Are designers over-estimating how kids will embrace a mascot and ultimately the event, and underestimating the influence of the adult consumer and sports fan, and his/her purchasing and marketing power? Not only that, but many feel the mascot should represent their nation, in a good way, and reflect its heritage and its history and its people. Sadly, our boys don't seem to be too loved by the British.

Time will tell how well these one-eyed creatures fare among adult fans, but in the interim, the global passion around them is amusing.

- I checked the calendar to make sure it wasn't April 1st, but I'm sorry, I just can't believe this isn't one MASSIVE, EXPENSIVE, JOKE!!!.....thanks to the creators of these hideous phallic symbols for making us the laughing stock for the rest of the world!!!

- Children (my son being one of them) have been aspiring to be Olympians for years without the lure of an Olympic mascot!! How mindless does the 2012 Olympic committee think our children are?

- For the sake of what remains of the dignity of our great nation, please remove these jokes and get back to the drawing board please, and this time...BEFORE you go to the pub!!!

- Totally ridiculous! Nearly as bad as the Olympic logo.There are so many things that could have been used to symbolise this country, things that people actually associate with the UK. But one eyed monsters? No way! What planet are they on?

- Nooooooo this is the OLYMPICS not a children's show...don't they understand!?!? Word-classs athletes, the best in the world or competing...this isn't a school's July sports day. Children aren't going to care about the history of the mascots...they don't watch the teletubbies and ask their mothers...'mummy, whose shape are the teletubbies based on...and what's their history?'. The just watch and absorb.

- Horrid! What on earth were they thinking? Britain has one thousand years of greatness and grandeur from which to choose the symbols with which it will represent itself to the world, and yet somehow the powers-that-be chose THESE? Nauseating, ugly, cyclops creatures so awful, so immediately stomach-turning, that their most likely effect will be to convince viewers to turn off the Olympic broadcast rather than risk inviting the nightmares that repeated exposure to these vile things is likely to provoke.    Readers comments from the Telegraph.

And luckily for London, they are not the first with a wacky mascot creation. Athens, are you out there?

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When Football meets Social Media

“Football is the world’s biggest sport, so the world will practically stop for the month of the World Cup,” Matt Stone, Head of new media for world soccer’s governing body FIFA. (CNN)

But while the world as we know it may stop, you can be guaranteed that the social networking will not. In fact, rest assured that the sites like Facebook and Twitter will blow up during the month-long footballing bonanza. Though I looked at the money side of this global event  previously, WC2010 is a great time for getting together and meeting up with people you may never have previously met. It's a great time for football and destination blogging, video and photo sharing, tweetups and meetups, virtual discussions, podcast shows and social media promotions and giveaways. During the last World Cup, while some of us (myself included) blogged our way through the Finals, there was no Twitter, and Facebook was still a proverbial infant. So this has been described as the first World Cup of the social media age and it's left to be seen just how huge the tournament will be this time around. But between you and me, I imagine it will be HUGE.

My profile on The Club. My avatar is pretty damn stylish.

FIFA has already attracted 1.6million fans (including myself) to The Club, which is an onsite social networking platform, which connects fans of the beautiful game and allows them to get up-to-the-minute news and interact with fans across the globe. Soon they will add Facebook Connect and official Twitter sites, with promises of tweets from high ranking FIFA officials. Of course as the tournament draws closer, the number and variety of channels will undoubtedly increase - both official and unofficial, but all ultimately lending a global space for passionate fans to express their views and opinions on the game. From the bars and pubs,  tv rooms and office kitchens, cubicles and coffee shops, the age of social media will bring the tournament to more people in ways that they may not have experienced before. Instant video replays, coach perspectives, fan accounts, player feedback (hopefully, depending on the level of restrictions imposed by home FAs) - straight to laptops and mobile phones across the globe. The football community will not only grow but will be more connected to each other than ever before, eclipsing probably any other event - sporting and non-sporting - which has preceded it.

Events such as the Olympics and FIFA also raise the level of awareness on social issues due to their mass global appeal and the attention which is placed on these events. So while there will be action on the field, from a CSR perspective, it is also what happens off the field which is important and 1Goal has already started to draw attention to the issue of education for all. With over 3.5million followers already, 1Goal is "a campaign seizing the power of football to ensure that education for all is a lasting impact of the 2010 FIFA World Cup". I'm happy to see this aspect of the tournament on social media as well, as it should be, since social media has the power to catapult these issues to an even wider audience than ever before, thus providing the opportunity for millions of poeple to understand and make an intangible contribution. I think more sponsors should use the opportunity, in much the same way Pepsi did for the Super Bowl, and not only focus on sales/marketing gold but also on playing a part in the way we, as fans, view the game and its impact on the issues which affect millions of people.

And who knows, maybe for one full month, Justin Bieber won't be a trending topic on Twitter! I do not think it's impossible! 43 days and counting...

Photo credit: CNN; screen shot of my profile on The Club. Feel free to add me.

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West Indies Cricket: A Brand in Need of Help

Is it just me or does anyone else feel like the ICC Twenty/20 World Cup is happening somewhere else? Is it really starting in the West Indies in a couple weeks? Am I missing something? I mean, sure we are in the midst of election mania here in Trinidad and Tobago, but even before that, with the exception of the lone promotional video with Gravy or Blue Food or whoever, there seems to be quite a laid back feeling. That's in my world, anyway. It may be different for you.

So I decided to do some digging from an online perspective. What I found was rather disturbing to say the least. I decided not to go to the WICB's website first. I decided to see if they had a presence on Facebook. Why? Over the years, there have been those who say the sport is dying in the region. Test cricket is not sexy to young people. The idea of sitting watching the lovely game over a 5-day stretch does not appeal to them. One day cricket is still entertaining but the team's "prowess" has not been consistent enough to keep the interest, loyalty and support of some fans. In comes Twenty/20 which seems to have injected some new life into the game and has brought a new legion of fans - what I call the "instant" crew. Instant coffee, instant meals, instant cricket. Half day of cricket is perfect for them, not to mention exciting, with a faster pace and big displays of ego with the bat and ball. Maybe not beautiful cricket but popular cricket. But this is not about the game and where it's going. This is about the game and where it is from a marketing perspective especially when one thinks about this segment of the market that is disillusioned with the game and have turned to other avenues for excitement.

So I turned to Facebook. Before I even got to West Indies cricket, I checked these pages first:

- Chelsea FC
- Arsenal FC
-FC Barcelona
- Soca Warriors

Chelsea's Page is fantastic. Not only is beautifully laid out, with rich photos and video, but it is current, interactive and has exclusive content. Over 660,000 fans who are active and passionate about their love for the team.

FC Barcelona's page is stunning and has over 1.6million fans. Again, current info, great content.

And while the T&T Soca Warriors are not in the same league as their European club colleagues, their Page at least has some currency and hosts updates of our local ballers's activities in their respective clubs etc. We don't have much to boast of as a team these days, being out of the WC and all, but that does not mean the Page had to die either. Good job, Soca Warriors.

So after going to where a lot of the young people's interest lie these days, I looked for WI cricket.

(shakes head)

Goodness. The site has nothing! Nada! Nil! The hard part about it, is they have over 8,000 fans - people who have an interest and want to know what's up. The site is basically an online forum with just the fans contributing, hoping, waiting, praying that someone out there in WI cricket world will post a photo, a video, an article - ANYTHING. So while they are where their untapped market spends most of their day, they aren't REALLY there. Sad. Such potential for fans to get to know the players on a more personal level, get some insight into their coaching schedules, how they feel about upcoming tournaments, maybe excite some with some exclusive offers. But nope...there was nothing at all.

So then I said, maybe their website is so fab that the FB Page was unnecessary. Get there and the page has some potential. I see some video, some current content - news, ticket info, updates. Good. I wanted to learn more about the ICC T20 tournament so clicked on the banner ad. Before I start on that, let me just say, I know that the ICC probably does have rights over what the WICB can do or say as it relates to this tournament. Based on how the ODI World Cup went a few years ago, with all the restrictions, I can bet they are probably muzzled...

But...the WI cricket team is still yours and though I don't know to what extent the Board can promote the tournament (who knows, maybe they can, maybe they can't), they can still promote the team and their chances which, I am not hesitant to say, are good in this drive-by form of the game.

So clicked on the banner ad.Of course it goes to the ICC site, which is of course a general site with info on all the teams. There is an ICC Facebook Page and Twitter stream for the tournament, again, for the tournament as a whole. You can send your messages to your team, wishing them luck in their games and so on. But that's it. Nothing branded in the maroon and green. Nothing for the fans of the WI squad on the WICB's website.

No video from our infamous captain, or the coaches. Nothing from the young players who are the role models for the young people we so desperately need to attract to the game. No T-20 forum or discussion board for fans besides the fans-only FB page. Just a static page in this age of social internet platforms. It was pretty depressing especially when competing with the bells and whistles of a page like Chelsea FC. Cricket Australia's site, though not quite that current, still has some content with over 45,000 fans giving their feedback quite regularly. So it's not a cricket thing. It's a WI thing! Epic fail!

The performance of the team over the past few years has not engendered any hope and passion either, and is it any wonder that people will turn towards exciting games with high performing teams like Chelsea FC? At the same time, out of sight, out of mind. If we only hear about the team when they have either a strike or a loss, which is usually all we hear these days, then the brand is being denigrated. As marketers, the responsibility should be on building on the positive elements of the brand and the game and using it to the team's advantage, to the advantage of the WI brand and to the advantage of the game in the region, especially among those who did not grow up knowing about Viv or Des, or who have, because of such bad performance (and Beyonce..lol), even forgotten Brian.

Or have we just completely given up on this team and cannot be bothered to work on strengthening their brand, as best as we could?

Well, I will make my own plug here to my 10.5 readers. The ICC 2010 Twenty/20 tournament starts in the West Indies on Friday April 30 and will run until Sunday May 16. Good luck to the West Indies cricket team. Hope to hear from from you somewhere, from someone. I have bashed you in the recent past, but I am still a fan and it would be good if your Board would do some work on marketing and strengthening your brand, so that more of us know who you are, what you're up to and how you feel about the beautiful game - and not just about how horrendous your performances have been. Maybe then, I will not be so quick to judge you, your captain and your management because I would feel an affinity or...something.

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The 12th man

As I started to think about vacation, I fortunately remembered that I needed to plan around a block of time - June 11, 2010 to July 11, 2010.

You guessed it. The World Cup. Probably the most important sporting tournament in the world. I think life stops for myself and for millions of others during this time. STOPS!

And it is during this time that the world's most popular event will meet the world's most popular trend. I think the World Cup is the marketer's dream, and couple that with social media marketing done correctly and you're sure to have a winner hopefully both on and off the field. Especially when one considers how it stacks up with the expensive advertising which always comes with an event of this magnitude. Big brands as well as smaller, local companies can definitely maximise their marketing dollar via effective social networking strategies.

Sony Ericsson, a Tier One sponsor of the tournament has no plans to do any traditional television or billboard marketing. It's push is to reach the fan directly through social media. How successful they will be, time will tell, but it's a bold move from a company that has committed over $300 million to the South Africa and Brazil finals.

And besides the obvious business potential of this mammoth event, there is also the personal side. Already networking sites have started popping up. The English, not to be left out of any World Cup (they make sure everyone knows they're there, for good or bad), have established their presence already with a site described as "The Meeting Place for South Africa 2010" where fans can meet up with fellow football enthusiasts and arrange to meet in South Africa to support the Lions. Definitely there should be football tweet ups across the globe, niche marketing from the travel, not to mention the hospitality industry, WC apps, cause hey, if the Pope can have apps for the soul, FIFA and the various FA will definitely (hopefully) have 2010 WC apps for the zealous, ball crazy fans.
 
There is already the Twitter Cup from Sony Ericsson.

Project2010.co.za reports that Sony Ericsson has created a social networking representation of the 2010 FIFA World Cup that allows football fans to tweet their home countries into the history books.


The ’tournament’ is accessible to anyone with a mobile phone or an internet connection who wishes to use their Twitter account to support their side. The Twitter Cup kicked off the day the groups were decided. In order to give their teams the best chance of winning the virtual tournament, Twitter users will need to tweet #TWC, followed by the name of their chosen nation. The number of tweets received by each country is represented by a visual chart, with the various national flags growing in size as their popularity grows. The Twitter Cup will coincide with the 2010 FIFA World Cup final.

(http://www.mediaupdate.co.za/?idstory=21546)

During the last Olympics, Facebook was a-flutter with status updates from my friends about their athletes. I myself blogged throughout the entire WC 2008, though will resist the urge to do so this time around. But yes, it should be a spectacle like no other. I can't wait.

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