The 2006 FIFA World Cup case: effective management of a 360° communication strategy

Olivier Heck, Guillaume Weill and Laurent Florès

This paper describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during and after the 2006 FIFA World Cup.

The 2006 FIFA World Cup case: effective management of a 360° communication strategy

Olivier HeckConsumer Insight Manager, adidas, France

Guillaume Weill and Laurent Florèscrmmetrix, France

INTRODUCTION: THE RISE OF INTEGRATED MARKETING AND THE DIFFICULTY OF ROI MEASUREMENT

Traditional marketing communication planning and measuring is being shaken up by the development of electronic communication, primarily the internet, the rise of mobile marketing through mobile phone, and the tendency of audiences to be more and more fragmented. To cope with the change, many firms have adopted a silo-based approach. This approach consists of developing specific messages and creations...

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