This is the final post from a three part series discussing approaches brands are using during the 2010 World Cup. These three approaches included new product introductions, social media campaigns, and creative brand communication activities.
This post will discuss creative brand communication activities seen during the World Cup this year.

Creative brand communication activities
1) JPMorgan Chase
Prior to the beginning of the 2010 World Cup, JPMorgan Chase announced that its analysis team predicted that England will beat Spain in the July 11 final to win its second World Cup.
Describing the report as "an opportunity to lightheartedly explain quantitative techniques", the firm applied a mathematical analytical model to soccer. It used data, including bookmakers' odds, world rankings, results and match schedule, to predict the winners. As we now know, England is already out of the World Cup after losing to Germany on June 27. Yet, this communication activity still gave JPMorgan Chase an opportunity to showcase their expertise and methodologies, and to attract public attention through their bold prediction.

2) Louis Vuitton
Louis Vuitton and football might not seem to be related, but that’s about to change. The luxury fashion house has created a new home for football’s most-coveted trophy – the World Cup – which, as you might expect, is a suitably stylish gold custom-made travel case. “We are very proud to have been chosen by FIFA to create the case in which the world’s ultimate sporting prize will in future travel the globe,” a spokesperson for Louis Vuitton said, “This exceptional commission truly honors Louis Vuitton’s 150- year tradition of craftsmanship and savoir-faire.”
When we think of sports fashion, we may think of Nike or Adidas or other sports apparel brands. But now, Louis Vuitton has associated its brand with sport by sponsoring the case for possibly the most coveted sports trophy in the world. While the Louis Vuitton brand is mostly enjoyed by wealthy and elite clientele, so too is the World Cup trophy enjoyed only by football’s finest. Furthermore, a travel case is consistent with Louis Vuitton brand’s focus on the spirit of travel.

3) 3D Movie Theater Brands
Cinedigm Digital Cinema Corp. has partnered with Sensio to bring the first ever globally broadcasted live 3D sporting event to theatres outside the U.S. The companies will use Sensio’s 3D format technology and Cinedigm’s CineLive theatre technology design to bring at least 26 games, including eight games starting with the World Cup quarterfinals, to hundreds of theatres in at least 20 countries around the world.
In China, there are many theaters such as Dadi Wanda that have signed the deal to broadcast 3D games for football fans. With the popularity of 3D movies such as Avatar over the past year, many theaters made great profits. However, trying to arouse another 3D fervor by broadcasting 3D World Cup games may not result in instant success as it is attempting to change the long-established viewing habits of fans. Wearing a pair of glasses in a dark room, sitting on a fixed seat, without the opportunity to shout aloud could drive football fans mad. If 3D football matches in theatres turn out to not be popular among fans, the only way cinema brands can benefit is to improve their brand awareness as high-tech and fully equipped cinemas through PR activities.

CONCLUSION:
As you can see, brands from diverse industries are attempting to capitalize on opportunities to build their brands surrounding the 2010 World Cup. However, it is not enough for them to focus on short-term promotional tactics to boost revenue; they must make strategic choices about their brand communication to ensure the message is consistent with their core idea, attractive to their target markets, and conducive to building brand value in the long run.