Archive for the ‘World Cup’ tag

A Worldly Cup of Pepsi at the World Cup

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_L5A5679For football fans all over the world, the only place to be this summer was Brazil.

As part of Pepsi’s Dream Prize campaign, 40 lucky prizewinners from all over the world touched down in the heart of the 2014 World Cup to experience the cultural highlights of Brazil.

To deliver this once in a lifetime experience, Pepsi called on MKTG INC to create an agenda that captured the country’s passion for life, color and of course football.

To celebrate our guests’ arrival into Sao Paulo and to mark the opening game of the World Cup, MKTG INC created The Pepsi House Party. Within this luxurious villa, we had a viewing area that provided the perfect setting for our guests to watch Brazil beat Croatia 3-1. To add to the Brazilian flavor, we hosted a Churrasco (traditional Brazilian BBQ) complete with samba dancers, live music, caipirinhas and a DJ to keep the party pumping into the night.

The following day started at the crack of dawn, when our guests flew to the cultural heart of Brazil, Rio de Janeiro.  They were treated to a breakfast meet-and-greet with football legend Fabio Cannavaro, arguably one of the greatest football defenders of all time and captain of Italy’s 2006 World Cup winning team. The day trip continued with a tour of Corcovado, Rio’s iconic mountain peak, and an afternoon on Copacabana beach before returning to Sao Paulo.

Within Brazil, Sao Paulo is generally considered to be the current center of inspiration for many graffiti artists worldwide. Our winners had the opportunity to tour the bohemian neighborhood of Vila Madalena, one of the most remarkable graffiti locations in the world, before putting paint to canvas themselves under the guidance and direction of some of Brazil’s leading graffiti artists.

With a group united in their passion for ‘the beautiful game,’ we decided to put their skills to the test. We put together a football day at Arena Neymar where they competed against each other in a special Pepsi World Cup.

After five days of experiences that also included Capoeira Classes to VIP nightclub parties, we said goodbye to our guests. We all agreed that Pepsi delivered on their promise of a once in a lifetime experience.


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Guinness ICC 2014: Soccer, Smirnoff Ice and Setting Records

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With the excitement of a thrilling World Cup still in the air, soccer fans across the US had little time to catch their breath as the largest soccer tournament in America was upon them. For the second year in a row, Guinness was the title sponsor of the International Champions Cup (ICC), a two-week tournament pitting some of the best soccer clubs from around the world against one another right here in the United States. This year, Cristiano Ronaldo and Real Madrid sought to defend their 2013 title against Liverpool, Manchester City, Manchester United, FC Inter, AC Milan, AS Roma and Olympiacos.

The tournament spanned 12 US cities, drawing in over 640,000 passionate fans to the stadiums and exponentially more through live broadcasting on NBC Sports, Fox Sports 1 and Fox Network Television. The ICC made its presence known, appearing several times on ESPN’s Top 10 plays (including Wayne Rooney’s awesome goal in the final match). Most impressive, perhaps, was the Manchester United vs Real Madrid match in Ann Arbor, Michigan where 109,318 fans filled “The Big House,” accounting for the largest crowd to ever watch a professional soccer game in the US. The irony of Guinness setting a record is not lost here.


All ICC stadium events featured a Guinness Beer Garden providing avid fans with cold beer, giveaways and MKTG INC staff. MKTG INC also executed 161 events at designated local Fan Hubs across the ICC cities, where consumers competed in prop pick contests to win premium Guinness soccer swag and received complimentary beer samples. These events coincided with televised ICC matches and drew even more viewers for the tournament.

MKTG INC also managed the sampling of portfolio-partner Smirnoff Ice at the Dallas and Miami events. Over 2,400 consumers (21+) sampled Smirnoff Ice Original, Screwdriver and Watermelon Mimosa across these two events. Many had never tasted the brand before but eagerly welcomed the ice cold product on those blistering hot days. Both Guinness and Smirnoff Ice saw impressive sales at the stadiums, further establishing them as drinks of choice when watching soccer.

In the end, Manchester United faced off against its heated rival Liverpool in front of a roaring crowd of over 50,000 fans in Miami. After a slow start, Wayne Rooney and his Manchester United team rallied an exciting comeback to win 3-1, claiming the 2014 International Champions Cup as their own. Once again, Guinness treated fans to some of the best soccer the world has to offer right in their own backyards. While it may have only been considered a friendly, the passion, records and bragging rights are certainly real.

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Cincy goes loco for fútbol

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The Cincinnati MKTG INC office invited an especially lucky group of clients to catch the Colombia-Japan World Cup matchup at the downtown office on June 24.

“As Colombians we grow up living soccer and loving soccer. It’s part of our family, part of our childhood, so to see Colombia do so well in this World Cup and qualify in the first two games brings a lot of pride,” said Colombian native Luis Restrepo, Orgullosa Brand Manager at P&G. “It also means that there is an amazing party somewhere in Colombia.”

With help from her compadres y comadres, Orgullosa Account Supervisor Natalia Salces organized the Cincinnati event, which featured a photo booth, foosball table, Caipirinha drinks, arepas, and, of course, televised viewing of the game (because we couldn’t afford to send everyone to Rio).


The fiesta drew inspiration from the #MyHouseIsMyStadium campaign for Orgullosa, P&G’s online word-of-mouth community for Latinas living in the U.S. Except in this case the office was our stadium.

Approximately one-half of all attendees were rooting for “those guys in the yellow jerseys” to win. The other half showed up for the refreshments.

Colombia bested Japan 4-1 and advanced to the round of 16. Restrepo used that good luck to propel him in his own foosball victory over Todd Laabs, SVP Marketing & Operations for MKTG INC. Laabs mumbled something about “a couple of sloppy goals” and vowed redemption in the form of ping pong.

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It’s that special time in the sports world that only arrives every 4 years, when Americans realize that the beautiful game is back and ready to fill their Summer sports malaise, where the only other news of note is the exciting stretch run of only 92 games to go in the baseball season.

To capitalize on the energy around the World Cup and the world’s most popular sport (deal with it, America), Nike launched the latest in a series of innovative soccer-based campaigns with RISK EVERYTHING: a challenge to all footballers to take chances and play with a creativity that takes the game to its highest and most entertaining level (deal with it, Spain).

To harness and amplify that creativity, NIKE developed a 4 v 4 tournament unlike any other: Winner Stays. With a unique set of rules and a winner stays on mentality that throws brackets to the curb, Nike and MKTG INC set out to the crown the best in NYC amidst concrete arenas in the heart of the city.

Nike Risk Everything              Pearl St. Plaza – Brooklyn Qualifier                                            Pier 26 – Manhattan Qualifier

Over 680 players and 120 teams battled it out at the Brooklyn and Manhattan Qualifiers for a chance to advance to the Finals. Set against iconic, unexpected locations in the two boroughs, the events drove home the city-based inspiration with locally relevant artists and food trucks. With 5 teams from each Qualifier moving on to the Finals, it was time to prepare for a championship setting unlike any other.


With the flight deck of the USS Intrepid playing host to the Finals and conjuring up memories of one of the best NIKE Soccer campaigns of all time, the Risk Everything mantra reached a fever pitch (pun intended), as players battled it out in front of 1,100 fans. The NY Finals were held first, as the top 10 teams from the qualifiers fought to be crowned the NY Champion. After The Wild emerged victorious, it was time to take on the LA champion (who had been flown in for the evening) to be crowned the best in the USA. As a precursor to the Stanley Cup Finals, LA (got lucky and) took home the victory. Finally, a trophy celebration amidst a 3-minute firework show that would wow even the boldest of pyros brought the Winner Stays tournament to a close.

Nike’s campaign for creativity and boldness keeps rolling as the World Cup kicks into high gear, and with the Group Stage on pace to provide the highest scoring tournament of all time, it seems like the world has heard the message.*

*Unless you’re from Spain. 

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The BLG Friday Feature is the QCK3 (QUICK THREE). This is where BLG engages in a verbal romp with a friendly MKTG INC employee. Rules of engagement? The introduction is the back of your business card and the corresponding photo is randomly selected from your Facebook page. Ready? Aim… FIRE!

Today’s Hero: Jena

Jena has the energy of a tornado and the uncomplaining nature of a stoic. You can throw just about any task at her and she’ll find a solution and get it done before your unreasonable deadline. How does she do this? It just might be that rarest of character traits… a solid work ethic. She also is never far from having a good laugh. In fact, if there’s any truth to the laughter = better health connection, then she will probably live forever.

BLG: Thanks for hanging out with us on this lovely Friday.

JNA: You know I wouldn’t miss this for the world. And of course the wine helps.

BLG: I would say multiple wines are being had here. But who’s counting? You know what goes well with this delicious, crisp Sauvignon Blanc? An interview. So let’s get down to it. What do you do here besides drink wine(s) and dress well?

JNA: I lead NIKE Running and other various NIKE programming. I worked a lot with NIKE Soccer during World Cup. I am also working on our FedEx program that is kicking off soon.

BLG: Running! Soccer! Office supplies! Oh my! Quite a diverse portfolio. What’s your favorite thing you have worked on?

JNA: NIKE 5K For Kids. It was a national race series focused on middle school and elementary school aged kids and their supporting communities. 100% of the race proceeds went back to PE, play and athletic programs designated by the participant – all in an effort to get kids moving and fight childhood obesity.

BLG: That sounds like a lot of fun. I think BLG would love that event – except when we were outrun by fourth graders.

JNA: They are closer to the ground, so it makes sense that they are faster.

BLG: You’re too sweet. Let’s see just how sweet. Final question: would you hamster-sit for me if i asked nicely?

JNA: Yes. But only for you – so don’t go spreading it around town.

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Written by Admin

November 19th, 2010 at 11:46 am

why we won’t win the
world cup anytime soon

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red card

With the World Cup under way…interesting article in the NY Times about different national approaches to growing soccer talent. Seems we’re doing it wrong. It’s a long article, so if you can’t manage the reading, I broke it down.

3 million kids play soccer here—we play way too many games at the expense of training and teaching skills. We produce incredibly fit players with little imagination. The Dutch have an amazing system for churning out high level players. The Dutch are mirthless automatons. And college soccer is a complete waste of critical development time (I can attest to that).

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Written by Admin

June 10th, 2010 at 4:15 pm

Posted in Sport and Spectacle

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Thierry Henrys 226 goals for Arsenal - a team record

Thierry Henry's 226 goals for Arsenal

Nothing catches my interest like a beautiful piece of informational graphic design, so when I came across Adrian Newall‘s Scoreline series of illustrated soccer goals I found my new obsession! They’ve rolled out with the entire catalog of World Cup Series Finals since 1934, followed up with almost 10 years of Champions League Finals and topped it off with a stunning display of Thierry Henry‘s career goals for Arsenal (226 in all – a team record). If you grab one now (£35 post included), they might just be here in time for kick-off!

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Written by Katie Harrigan
Katie Harrigan

June 4th, 2010 at 10:48 am

Write The Future

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Well played, Nike.

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Written by Katie Harrigan
Katie Harrigan

May 25th, 2010 at 4:16 pm