Brands attract attention without the Fifa

Ask Ingmar Korstanje, tourist of the United States who will come to Brazil this week, which the official manufacturer of slippers for the 2014 FIFA World Cup and he will tell you that the answer is easy: Havaianas. He's wrong.
Although the Havaianas are more famous, the manufacturer of slippers Amazon won the contract to produce up to 1.5 million Fifa branded sandals in a tropical country where the informal footwear without laces is accuracy.
"Doesn't make a lot of sense," said Korstanje in Detroit interview on June 8. The Havaianas are "so popular".
Tourists like Korstanje are the reason the Havaianas can reap most of the benefits of football games that begin this week, even without being a sponsor of the World Cup. The brand manufacturer Alpargatas, Havaianas, is part of the list of companies like Nike and Fiat which are abstaining from sponsoring the Fifa to focus on smart ads in order to generate attention during the World Cup.
Official Fifa sponsors are not getting the same benefits that they obtained in the past, are now companies have more ways to reach fans through social networks and smartphones, said Sarah Wood, one of the founders of the Unruly, accompanying videos online and help companies ensure that their contents are watched and shared.
Produce an ad that becomes viral can be worth more than a sponsorship, she said. A formal sponsorship can cost millions of dollars. Fifa received $ 404 million in international marketing rights last year.
"He doesn't have to be the biggest contributor to provoke the greatest excitement," said Wood in telephone interview from London. "If the goal is to generate conversation and engage fans, is much more effective to invest in smart marketing and creative content that people want to share."
Only six of the eleven football ads longer shared online are of international sponsors, according to a ranking of the Unruly. A video attached to the Cup with the singer Shakira, done by the brand of yogurt Activia, Danone, which does not sponsor, was the first placed on 6 June.
The Amazon Group, Brazilian company that produces rubber for shoe soles and presented his own brand of slippers outside Brazil three years ago, hopes the partnership with Fifa will help you to obtain contracts and licensing agreements with other companies. Fifa is selling the slippers manufactured by Amazon for $ 39.90, while the slippers of football-themed Hawaiian cost $ 31.90.
The so-called ambush marketing – in which companies take advantage of sporting events to publicize their brands without buying units of the official sponsorship-is a growing challenge for organizations like Fifa, according to Jeff Greenbaum, managing partner of the law firm of Frankfurt Kurnit Klein + Selz, PC, based in New York, who works with official sponsors and other companies involved in World Cup-related campaigns.
A press officer of Alpargatas wouldn't give an interview, saying that the company did not want to be associated in any way to the World Cup. A smart move, said Greenbaum.
"They don't want to create the impression in the media that are making ambush marketing," he said. "The last thing they want is to draw the attention of Fifa".
Fifa has a team which monitors advertisers to ensure that nobody use illegally registered trademarks as the World Cup or "Brazil 2014," said a spokesperson of the group. Typically, campaigns to alert advertisers than is allowed. Fifa sued others who take their advertisements too far. "If someone could use the official marks for free and create a commercial association with the Fifa World Cup 2014, there would be no reason to become an official trading partner," said Fifa in a statement via e-mail. "Fifa has an obligation to take action against any unauthorized reproduction of their trademarks in a commercial context".
In the end, the Fifa logo isn't worth much to Korstanje, of 41 years, Detroit resident and President of a distributor of beauty products. Supporter of Holland, your shopping list of slippers for friends and family comes about 10 pairs. "I really want to take many Hawaiian home" said Korstanje.