{"id":19234,"date":"2023-03-09T01:01:18","date_gmt":"2023-03-09T00:01:18","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=194345"},"modified":"2024-11-18T09:42:01","modified_gmt":"2024-11-18T08:42:01","slug":"neue-performance-aera-webrepublic-orchestriert-marketing-fuer-fifa-fussball-wm","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2023-03-09\/neue-performance-aera-webrepublic-orchestriert-marketing-fuer-fifa-fussball-wm\/","title":{"rendered":"Nuova era della performance: Webrepublic orchestra il marketing per la Coppa del Mondo di calcio Fifa"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-194338 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/webrepublic-medienmitteilung-wm-sponsoren.png\" alt=\"Webrepublic\" width=\"1200\" height=\"600\" \/><\/p>\r\n<p>Con 3,4 milioni di spettatori in loco e altri milioni in tutto il mondo, la Coppa del Mondo \u00e8 il pi\u00f9 grande evento sportivo del mondo. Solo la partita finale tra Argentina e Francia del dicembre 2022 \u00e8 stata vista da circa 1,5 miliardi di persone. Il torneo offre quindi agli sponsor un'opportunit\u00e0 unica per presentarsi.<\/p>\r\n<p>Per la seconda volta, Webrepublic ha orchestrato le iniziative di comunicazione della Fifa per la Coppa del Mondo in Qatar, in collaborazione con i dieci maggiori sponsor del torneo internazionale. Due dozzine di specialisti di marketing e appassionati di sport di Webrepublic hanno lanciato e gestito 60 campagne globali durante le cinque settimane pi\u00f9 calde. Sono stati generati circa 2,5 miliardi di impressioni e 700 milioni di visualizzazioni di video commerciali. A titolo di confronto, durante la settimana del Super Bowl 2022, la NFL ha generato 1,8 miliardi di impressioni e poco pi\u00f9 di 600 milioni di visualizzazioni video sui suoi canali social media.<\/p>\r\n<p>\"Il nostro team ha sviluppato le campagne, le ha riprodotte e ottimizzate a livello globale in 'tempo reale': questi sono fattori di successo fondamentali per i marchi\", afferma Tom Hanan, fondatore e CEO di Webrepublic. Questo \u00e8 stato possibile solo perch\u00e9 ci avvaliamo di specialisti interni per tutte le discipline del marketing digitale, che possiedono un approfondito know-how tecnico e parlano dieci lingue\".<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-194339\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/webrepublic-medienmitteilung-wm-team.png\" alt=\"\" width=\"1200\" height=\"600\" \/><\/p>\r\n<h3><strong>Una nuova era nella sponsorizzazione con l'approccio del performance marketing<\/strong><\/h3>\r\n<p><a href=\"https:\/\/www.werbewoche.ch\/de\/werbung\/agenturen\/2022-06-13\/rawr-wir-wollen-dass-emotionen-im-zentrum-stehen\/\" rel=\"noopener\">Il team di Webrepublic \"Rawr\", specializzato in sponsorizzazione e marketing sportivo<\/a> \u00e8 convinto che sia iniziata una nuova era nella sponsorizzazione. I marchi sono diventati pi\u00f9 esigenti e vogliono avvicinarsi ai fan: la tradizionale esposizione del logo e la consapevolezza durante l'evento da sole non sono sufficienti n\u00e9 al passo con i tempi.<\/p>\r\n<p>Ecco perch\u00e9 Webrepublic ha scelto un nuovo approccio che combina sponsorizzazione e performance marketing. Sono necessarie strategie di comunicazione olistiche, indipendenti dal tempo e dal luogo, su tutti i canali. \"Non si tratta pi\u00f9 di generare il maggior numero possibile di impressions. Il nostro compito \u00e8 quello di ottimizzare tutte le campagne per obiettivi pi\u00f9 complessi, come l'engagement, le visite al sito web o le conversioni, e di combinarli con uno storytelling emozionante\", afferma Alexander Riggers, Head of Growth &amp; Innovation di Rawr.<\/p>\r\n<h3><strong>I punti salienti della campagna per la Coppa del Mondo Fifa 2022<\/strong><\/h3>\r\n<p>L'approccio integrato di sponsorizzazione e performance marketing sar\u00e0 esemplificato da tre campagne. Hyundai ha sfruttato l'attenzione della Coppa del Mondo per contribuire alla sostenibilit\u00e0. A tal fine, Webrepublic ha sviluppato un'applicazione giocata per educare i tifosi sul loro impatto ambientale, incoraggiare l'azione diretta e interagire con il marchio. La campagna ha ottenuto un'esposizione sette volte superiore a quella prevista. Ha inoltre generato un alto livello di coinvolgimento da parte dei fan, che hanno condiviso sui social media video e foto dei loro impegni sostenibili, dimostrando il loro sostegno al messaggio.<img class=\"aligncenter size-full wp-image-194337\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/webrepublic-medienmitteilung-wm-hyundai.png\" alt=\"\" width=\"1200\" height=\"600\" \/><\/p>\r\n<p>Per Crypto.com, Webrepublic ha attivato gli appassionati di calcio attraverso contenuti sponsorizzati: Nella prima fase, i filmati dell'archivio Fifa hanno generato la consapevolezza del marchio. Successivamente, i tifosi hanno potuto ricevere le loro vincite in Bitcoin nella Crypto Playzone. La campagna di performance per un concorso ha contemporaneamente aumentato il download dell'app Crypto.<img class=\"aligncenter size-full wp-image-194336\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/webrepublic-medienmitteilung-wm-crypto.png\" alt=\"\" width=\"1200\" height=\"600\" \/><\/p>\r\n<p>Oltre alla gamification, un'altra tendenza di eventi come la Coppa del Mondo \u00e8 la festivalisation: per pubblicizzare i Fifa Fan Festivals nelle citt\u00e0 ospitanti e indirizzare il traffico verso le pagine di registrazione e dei biglietti, Webrepublic ha attivato oltre 90 elementi creativi nell'inventario Fifa+, sui social media e negli annunci di ricerca di Google. Il risultato: festival in otto citt\u00e0 del mondo, con oltre 1,8 milioni di visitatori solo a Doha.<img class=\"aligncenter size-full wp-image-194335\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/webrepublic-medienmitteilung-wm-ticketing-fifa.png\" alt=\"\" width=\"1200\" height=\"600\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Mit 3,4 Millionen Zuschauer:innen vor Ort und Millionen weiteren rund um den Globus ist die Fussball-Weltmeisterschaft das gr\u00f6sste Sportereignis der Welt. Allein das Finalspiel zwischen Argentinien und Frankreich im Dezember 2022 wurde von rund 1,5 Milliarden Personen verfolgt. Das Turnier bietet damit Sponsoren eine einmalige Gelegenheit, sich zu pr\u00e4sentieren. Webrepublic hat mit der WM in [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Webrepublic","_yoast_wpseo_metadesc":"Webrepublic orchestriert FIFA-WM 2022 Kampagnen: 2,5 Milliarden Impressions, 700 Millionen Video Views.","articlekey":"","footnotes":""},"categories":[29],"tags":[3665,3666],"class_list":["post-19234","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-fifa","tag-fussball"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neue Performance-\u00c4ra: Webrepublic orchestriert Marketing f\u00fcr Fifa Fussball-WM - Organisator<\/title>\n<meta name=\"description\" content=\"Webrepublic orchestriert FIFA-WM 2022 Kampagnen: 2,5 Milliarden Impressions, 700 Millionen Video Views.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2023-03-09\/neue-performance-aera-webrepublic-orchestriert-marketing-fuer-fifa-fussball-wm\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neue Performance-\u00c4ra: Webrepublic orchestriert Marketing f\u00fcr Fifa Fussball-WM - 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