Undaunted World Cup sponsors, others seek to cash in on football fest

According to the University of the Thai Chamber of Commerce’s Economic and Business Forecast Centre, the last World Cup football tournament – held in South Africa in 2010 – generated some Bt60 billion in Thailand, of which Bt25 billion was spent on products related to the local broadcast of the event, such as television sets, sports-related goods, World Cup souvenir merchandise, foods, beverages and snacks. 

McDonald’s, which is the official restaurant of the Fifa World Cup 2014, has invested more than Bt50 million in its World Cup campaign in Thailand, which is enhanced with a 360-degree marketing package set to communicate with its Thai consumers, both above and below the line. 

 

All available points 

The aim is to reach individual consumers at every available point with TV ads, magazines, newspapers, leaflets and in-store media. McThai, the local franchisee of McDonald’s restaurants, expects to expand its customer base in every segment and increase sales by between 25 per cent and 30 per cent over the World Cup period.

“As the official restaurant of the Fifa World Cup in Brazil, we will carry out sports marketing in line with our policy of promoting a balanced active lifestyle with a varied diet and exercise to burn off calories, and offer continuous promotions and activities to customers to celebrate this festival of football,” said McThai marketing director Petcharat Uthaisang. 

She said that under the 360-degree marketing campaign, entitled “Taste of World Cup”, McDonald’s would launch three new tasty menus available only during the tournament, as well as new limited-edition designs of its French-fries packaging. 

The company has also increased convenience for customers by launching a Web-based ordering service for the first time, while fans who want to cheer on their favourite countries can watch the live broadcast of every match in participating 24-hour McDonald’s restaurants, she added.

Chamnarn Maytaprechakul, executive vice president of The Mall Group, said the company was spending more than Bt15 million on its “World Salvo Sale” football campaign, which runs from tomorrow through June 4. 

 

Lucky-draw contest 

For every purchase of Bt1,000 at The Mall, The Emporium and Paragon Department Store, shoppers will be able to participate in a lucky-draw contest to win one of 12 prizes of a 55-inch LED Samsung Curved TV set, worth Bt89,990 each, together with special discounts of up to 70 per cent.

World Cup fever is also in full bloom at RS – the sole Thai broadcasting rights’ holder for the tournament – pushing the company’s overall business forward. 

In the month since its World Cup set-top box was released to the market, more than 300,000 units have been sold, and the company is confident that sales will meet the target of 1 million boxes. 

Chief operating officer Pornpan Techarungchaikul said that despite the political unrest, the business sector was moving forward. 

It is expected that the 20th World Cup will be “the event of the quarter” that will boost the economy, industry and household sales, generating a big buzz in every sector after the quiet first quarter, she said. 

Meanwhile, Toyota Motor Thailand has become an official sponsor of World Cup 2014 broadcasts in Thailand. 

The company is the fifth official sponsor of the tournament in the Kingdom, joining the ranks of Coca-Cola Thailand, Chang, AIS 3G 2100 and PTT Group.