An example of an effective use of Public Relations online is Coca Cola's sign in London's Piccadilly Circus to promote the World Cup and was on the official World Cup website. This contains a "What's your Celebration" FIFA campaign with a signboard that displays personalized messages along with live scores and a World Cup news ticker. Members of the public were also invited to perform live re-enactments of his of her favorite goal on a pop-up Astroturf pitch. Ericsson also ran a Big Cheer online promotion at http://www.bigcheer.com/ which invited World Cup fans from all over the world to cheer on his or her favorite team through Twitter, Web and SMS. All individual tweets were printed live on confetti in a large box and the winner won a SonyEricsson XPeria X10. This is a great way to promote the World Cup by getting international fans excited about watching the World Cup and allows them to participate in the excitment of the greatest tournment of all time in soccer.
An additonal example of effective PR online to promote the World Cup was developed by Selena Cuff a CEO of a wine distribution company. She went to South Africa on a business trip and attended the first annual Soweto Wine Festival where she founded the stories behind the creation of each wine to be fascinating. After visiting South Africa, she developed Heritage Link Brands which imported and distributed wines from South Africa owned vineyards.
Los Angeles based Heritage is using the World Cup Tournment as the basis for its own "Heritage Wine World Cup." This entrepreneur developed an online social media contest where each week the votes of Facebook fans and Twitter followers determine the winner in a match-up between two Heritage wines ( http://www.inc.com/). The next step involved the winning wine of each bracket advancing to the next round or the FIFA version. This promotion also involved a pool component where the person who chooses the most winners takes home a prize. The prize is a year membership to the company's wine club and dinner with the wine owners in the Fall.
This company has been doing tastings around the USA to create brand awareness, celebrate soccer and increase wine sales. Heritage will also be the offical wine supplier for the Chicago's World Cup the "Final Match." Heritage has also won a small business administration loan to help pay for the World Cup promotion's. I think Heritage did an excellent job promoting the World Cup by combining their own individual passion for soccer with their passion for wine. This is successful for the Heritage business because wine sales increased and they helped promote the World Cup through innovative strategies with social media.
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