FIFA's stadium brand scrubbing backfires, giving non-sponsors like Levi's and Heinz viral marketing wins
By
Rob Williams
Summary
FIFA's attempt to remove non-sponsor brands from World Cup stadiums backfired, turning brands like Levi's, Heinz, and Gillette into viral marketing sensations. The Wall Street Journal reported that FIFA's scrubbing efforts inadvertently gave these companies more attention than official sponsors, creating a valuable earned media win for the non-sponsor brands.
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bskyFIFA's stadium brand scrubbing backfires, giving non-sponsors like Levi's and Heinz viral marketing winsseekingalpha.comKey quotes
· 1 pulledFIFA's effort to scrub non-sponsor brands from World Cup stadiums has produced an unexpected result: some of those companies are getting more attention than ever
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