Using New Media to Engage Consumers at the Football World Cup

Adam Karg and Daniel Lock

Chapter 3 in Managing the Football World Cup, 2014, pp 25-46 from Palgrave Macmillan

Abstract: Abstract For one month, every four years, the FIFA World Cup draws global attention to 32 national teams competing to win the Jules Rimet Trophy. In 2006, the World Cup final attracted a global audience of more than 715 million people; in 2010, expansive television rights deals led to the broadcast of the tournament to 204 countries. The magnitude of the World Cup in terms of global interest and viewership provides clear evidence of consumer interest. However, engaging consumers — as new-media technologies evolve — represents an increasingly complex challenge for FIFA, event organizers, host cities, partners and sponsors. As such, understanding the process of consumer engagement as distinct from other established marketing constructs provides an important basis to introduce strategies to allow audiences to interact with and create content before, during and after the tournament.

Keywords: Social Medium; Relationship Marketing; Engagement Strategy; Direct Marketing; National Team (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1057/9781137373687_3

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