Case study: Winning the #WorldCup with Epic Content


By Mark Schaefer

For the last few years I’ve been using a favorite case study in my university marketing classes. It’s an inspiring story about how Nike used content in a very effective way to create massive buzz during the World Cup event.

epic content

Fabio Tambosi

In a wonderful stroke of luck, I got to meet the man behind this world-class marketing campaign, Fabio Tambosi. And in an even bigger stroke of luck, I got to interview him and hear his incredible story for the new episode of The Marketing Companion.

This is one of the most interesting and insightful discussions I’ve had in a long time. I learned a lot, including:

  • How a single insight from a 17-year-old soccer player changed the game for Nike.
  • The inside process of how Nike created a 360-degree marketing campaign from a single piece of content.
  • The collaborative creative process that brought together some of the biggest names in sports for a two-minute video.
  • Why the company invested heavily in micro-communities and influencers (“A company doesn’t need to be IN a city, it needs to be OF a city”)
  • The three emerging trends that represent the best future opportunities for marketers

You won’t want to miss these exclusive insights. Click here to listen:

Click on this link to listen to Episode 128

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here:

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