World Cup and Yahoo!’s Marketing Campaign Is On the Move

Posted June 17th, 2010 at 9:55 am by Yahoo!, Blog Editors

Number of Comments No Comments / Filed in: Brand Campaign, Sports, marketing, world cup

About a month ago, we gave you a sneak preview of the next phase of the Yahoo! marketing campaign, showcasing the amazing content and experiences people can find only with Yahoo! We are now in the market with the release of new creative, new partnerships, new videos and new product features and experiences. We will get more people to search, use and talk about Yahoo! through exciting demonstrations of our unique ability to bring “my world” and “the world” together.

Soccer is the most popular sport in the world and Yahoo! Sports is the #1 destination, reaching more than 20 million users each month-it makes perfect sense to team up with the world’s leading soccer star-David Beckham. Earlier this week, Yahoo! announced David Beckham would be Yahoo!’s global football ambassador throughout the World Cup. Beckham will be featured in our marketing campaign, provide content for Yahoo!’s World Cup site, tweet and post Yahoo! content on his Facebook page, judge a World Cup Flickr photo contest and more.

And at the conclusion of the Tournament, Yahoo! will host a live global press conference/Q&A with David Beckham in London, which will allow fans from around the world to ask questions of the superstar! Finally, for several months following World Cup he will be a featured analyst for Yahoo’s football coverage as the world makes the transition back to the regional leagues and competitions.

Yahoo!’s World Cup program is a true global, integrated marketing campaign. It includes live kickoff events in various cities around the world, fun ways to share with your own social networks, a cool online interactive global game to play and a chance to WIN the first-ever Yahoo! Sports Pass (the ultimate prize for sports fans!).

This month, we have also begun launching even more exciting elements of Yahoo!’s campaign. Our campaign is digitally led with a huge focus on and off the Yahoo! network across all segments with, of course, online activation as one of the major drivers to show the power it has to drive business and build brands. We will execute a dynamic takeover of the homepage on June 17th illustrating Yahoo! properties in a 3D experience–entertaining, engaging and inviting users to make the web their own with Yahoo!.

Our TV spots, developed for video use on the Web as well, hit screens this week on MTV, VH1 and Comedy Central. The “Entertainment” spot was also featured on the Glee finale! Our campaign is cohesive and impactful, communicating one idea-Yahoo! brings Your World together with The World. We’re continuing to focus on driving deeper engagement through unique demonstrations and trials of our products.

On the cusp of the launching the next release of our campaign, our creative advertising agency, Goodby, Silverstein & Partners has received some very special recognition in the industry. Not only have they been named “Agency of the Decade” by AdweekMedia, but recently, at the CLIO Conference Jeff Goodby and Rich Silverstein were honored with the CLIO Lifetime Achievement Awards, one of the most prestigious honors in advertising. It recognizes outstanding and ongoing contributions of individuals who lead the industry and gives public recognition of something that we already knew — that we’ve got some of the world’s most talented creative partners helping us continue to build the Yahoo! brand.

Here is a preview of the actual ads that you will start to see in major cities soon: