World Cup as Mareketing ToolAn interesting little article on how Korean companies are trying to capitalized on the World Cup, without actual invoking its name. The name can only be used by official sponsors, but everyone wants to profit of the games. Interestingly they mistakenly point out that KTF use of "Korea Team Fighting" was a success, when in fact in favored horribly in comparison to the grassroots slogan "Be the Reds" of the Red Devil supporters. Perhaps in a grudging show of acceptance, KTF signed an agreement with the fan club this year.
It will be interesting to see how this plays out if Korea does not go far in tournament. On one hand, you can say Korean ad dollars for these things are fickle, but on the other we are pretty much in unchartered territory for the Korean ad business.
It will also be interesting to see how many foreign companies get on this ad bandwagon and how they will be accepted. Particularly those that are part of FIFA's normal sponsorship (Coca-cola, Toshiba, Yahoo, etc.).