Like many people, I’ve been watching the World Cup over the last week or so – the live games, the online highlights, the social media memes, and of course all the advertisements in between. The Super Bowl is known for producing creative (and expensive) ads given the desire for brands to stand out in front of a large audience, but search interest in the World Cup is actually seven to eight times greater (and lasts a full month), so for international brands especially, the potential for their advertisements to have an impact is quite large.
This year was a bit different, given the World Cup was moved from the summertime to holiday time, creating an interesting opportunity for companies to combine sports and holiday shopping ads. However, reaching Gen Z, which is an important audience for sports advertisers, continues to be difficult for a number of reasons: 1) fewer Gen Zers claim to be sports fans; 2) the way they engage with sports extends beyond traditional TV game watching; 3) they connect more with authentic, immersive experiences than traditional on-screen ads; and 4) the onslaught of digital advertising has made many numb to all but the most memorable and engaging.
Athletes are more than just athletes to Gen Z (and other demographics) – they’re influencers, tastemakers and celebrities that their fans want to engage with. Brands should aim to leverage that desire for interaction and influence by incorporating the athletes into immersive experiences that make people feel seen, understood and connected in an authentic way.
Article: https://www.searchenginejournal.com/engaging-gen-z-world-cup/467394/
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