BrandArena: World Cup Marketing Opportunities For E-Commerce Platforms

Saturday 5 July 2014

World Cup Marketing Opportunities For E-Commerce Platforms

Football is often times regarded as a universal language because of the uniting power of the game. The World Cup 2014 provides an even greater universal cause with supporters from all over the world pledging their allegiance to their teams through numerous avenues, ranging from a trip to Brazil to watch the matches live, to cheering from home in their national jerseys.

The World Cup is the single greatest marketing milestone on the planet and overtime has become an FMCG marketing battlefield. The advent of e-commerce however presents new marketing opportunities for the world cup in Nigeria as well as all over the world.

Onsite Customization and Promotions:
Major e-commerce players in Nigeria have customized their logos with visual world cup elements such as a football image inserted into their logos while the others have specialized categories, landing pages and slider banners in order to sell sporting items and promote world cup products which have been a fast sell this season.

Social Media Engagement:
According to Nigeria’s leading online market place,, social media engagement in the first week of the world cup was recorded at a Facebook reach of over 250,000 people. Social media engagement such as  football trivia, match predictions and soccer teasers have been used to actively engage the online community of e-commerce platforms as well as increase their reach and fan base. Active visual promotion of sporting items on social media is another effective marketing tool during the World Cup.

Offline Events and Campaigns:
All over the world, airports were flooded with ardent football fanatics travelling to Brazil in order to have a firsthand experience of the World Cup, meanwhile e-commerce platforms in Nigeria have used the opportunity to engage the fans at home who don’t have such privileges.  While the viewing center isn’t a new football marketing initiative, it is however one of the most successful, with fans not giving up the opportunity to watch the match with fellow fans and friends in a highly charged atmosphere. E-commerce sites like got even more creative with the initiative by organizing a viewing center for the Nigerian matches that enabled fans watch the match in the company of their favorite celebrities, such as Reminisce and Olamide.

Promotional Videos:
Another relatively new marketing opportunity that has been introduced for the World Cup is the creation of engaging and funny world cup promotional videos that create a form of affiliation to their brand and engage their online community. An example of such a short skit produced by Kaymu is

Staff Engagement:
The common saying, charity begins at home, is true for e-commerce platforms which actively engaged their staff by providing an opportunity for staff to watch the Nigerian matches in their respective offices. This turned the office into a football pitch with staff cheering on the super eagles in their Kaymu branded football jerseys. The staff in turn took the now popular “Oscar Selfie” which made great social media promotion not only on the company’s social media platform but on their personal pages.

About Kaymu
Kaymu is Nigeria’s #1 safest online market place where buyers and sellers can meet and make the best deals for used or new products, such as smart phones, computers, shoes and clothing, home appliances for the cheapest price thanks to the fixed or auction pricing system. Visit to explore its offerings.              
Kaymu is part of Africa Internet Holding (
AIH). AIH introduces and accelerates the online shift in Africa – for its people and its culture. AIH has built up multiple web companies including: JUMIA, Zando, Kaymu, Hellofood, Lamudi, Carmudi, Jovago and Easy Taxi. For further information please visit

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