The World Cup has an advertising conundrum.
1. Soccer doesn't have many commercial breaks.
2. The whole world is watching, so brands will need to use messages that transcend culture and language.
For many brands, music seems to be the creative lever of choice. (For example, Activia gave their Rihanna spot a Brazilian twist and Coke translated its latest music-driven spot into 32, yes 32, different languages.)
But one company is currently winning: SportsBet.com. Love it or hate it, the Australian sports gambling site just got the World's attention with a 150-foot hot air balloon replica of Christ The Redeemer wearing a soccer jersey emblazoned with SportsBet's World Cup campaign hashtag.
They've already earned millions of impressions, with every major news outlet covering the controversial outdoor tactic. The good news for SportsBet.com? They're probably seeing a massive surge in traffic. The bad news is, they pissed off every devout Christian on the planet. But something tells us the gambling website isn't too terribly concerned about that.
Moral of the story: Outdoor advertising — if done well, placed well and timed right — can earn more impressions than a brand could ever buy.