Its always fascinating when you hear the amount of money companies sponsoring the world cup are spending just to be part of it.
One can be forgiven for asking whether they recoup their investments. In some cases, you don’t have to know the figures; just look at the amount of advertising MTN has paid for in the last six months, look at their fan park, look at the advertising material produced; look at Sony’s advertising stands at the Sandton- its big money.
I had a chance to go to the Sony 3D experience dome and its a worth while experience; Forget that they promise to show game highlights and they end up showing the game for less than two minutes. Its a 15-minute commercial and 13-minutes showcase Sony products in 3D.
I think Sony is going to recoup its money because it has an audience from several countries, who can then buy the products back in their countries. Even if they will not buy the expensive 3D cameras, am imagining, the other products will be taken up.
Sony’s strategy was very targeted, one stand for the youth, showing the games and other products for the age group, another for the basic who do not know where they belong and the 3D experience for the hi-tech or those who have nowhere to go and are out to kill time.
MTN has managed to keep the buzz up with its “Ayoba” advertising; which means cool; when I was for the Argentina game, I remember fans shouting Ayoba. They would sing in Spanish then shout Ayoba, making it so catchy.
Am imagining that for most world cup folks, MTN is the only network and probably the network has sold lots of sim cards and airtime. If not that, even solidifying its continental position is still something.
That may be a big win for big corporations, but even the smaller businesses have won, hotels, restaurants, shops, and other businesses have all adjusted their prices to be “world Cup prices”, the cabs are even worse, its so expensive to travel.
The shopping malls have these signs that say discounts but when you look at the prices, there is no change if anything the prices are up, but you know there are people who cant buy unless they see the item labelled “on sale”.
Even the hawkers near the stadium, they have hiked prices and when the Vuvuzela complaints were on a high, they were stocking ear plugs and I wondered, who would wear ear plugs in the stadium?
So, big or small, international or local, businesses are winning big with the World Cup because its Ayoba time!