This Will Be the Digital World Cup: Amour

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June 9 (Bloomberg) –- Project: Worldwide Asia Pacific CEO Mike Amour discusses the enormous business opportunities in the World Cup and why he thinks successful brands must be authentic. He speaks with Rishaad Salamat on Bloomberg Television’s “On The Move Asia.” (Source: Bloomberg)

There is an enormous business opportunity.

This is a global marketing and advertising agency.

Good morning.

I doesn't get any better than this.

It is always a challenge when you see the beautiful game under the pressure from news reports.

Hopefully they will rally.

At the end of the day this is the time for a country like brazil to change perceptions of how it is viewed on the world stage.

If they were ready.

Let's talk a little bit about branding the world cup.

It will be the biggest for social media event that ever has been.

Yes.

There is no question that this will be the digital world cup to end all digital world cups.

You saw what happens during the olympics.

Essentially it means that there will be more channels and touch points.

Brands have to be aligned in terms of their internal/external volumes.

Once you start a conversation on social media, you better be prepared for an answer.

Particularly when you in a situation like brazil, which is very much what you call second screen engagement.

Fans, spectators, pundits, they will all be holding one device in their hands, giving a certain amount of information while watching the games life.

To be a successful sponsor, what do you need to remember?

What you have to do?

I think at the end of the day, it is all about being authentic.

That is true in terms of how brains behave, not only during the world cup but on a day-to-day basis.

You have to allies -- align internal and external volumes.

Don't be something you are not.

The authentic to you are the brand.

-- be authentic to who you are is a brand.

It is important to build your image over years and have it shatter in a minute of hours.

It takes years to build the brand and seconds to destroy it.

Tell me something -- you say they should be aware of the "three r's." what do you mean by that?

Reach, relevance, and resources.

Managing a brand not only online but generally.

Reach as it relates to standing.

The audience, what it is that motivates them.

Relevance, make sure the message you are communicating is spot on.

Resources -- it is important for corporations to remember because you have got to have people who can manage it is that it just delegating it down the line to somebody who is stuck in a room and is not going to be able to be prepared for the kinds of interactions that the brand will have on the platform as broad and public as the world cup.

You mentioned earlier in the interview about how this can be used by the host nation to destroy some of the stereotypes.

Tell us a little bit about that.

I think brazil will be judged by the effectiveness of this all caps a -- this whole campaign, the infrastructure, the safety, the security.

It will ultimately lead to whether it will be judged to be a successful world cup.

Very much the same case as china during the olympic games, and similarly for london.

Both of those countries changed stereotypes by the opening ceremonies, the way they per trade themselves of the mobile player -- global player.

I think it is very important that brazil understands that.

At the end of the day, just look at successful brand, a successful country and a country that is well branded encourages investment, confidence.

Nowhere is that more important than in a country like brazil, who is facing the olympics two years from now.

It is also taking place in one of the worst time zones.

Does that have an impact?

You have to be up at the middle of the night to watch the games.

The diehard soccer fans will get up at any time to watch an important game.

Particularly as these are national people that are playing each other.

It will have some impact, but it is going to be online, you don't necessarily have to be in front of the television.

I think it's a be one of the most, if not the most, viewed sporting events in the world.

I'm sure because it's the home of -- it will go a long way to

This text has been automatically generated. It may not be 100% accurate.

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