As the 2014 FIFA World Cup wraps up this weekend, here's a look at how companies, teams, and fans celebrated “the beautiful game” and the tournament’s host country of Brazil. From interactive games promoting friendly competition, to soccer-ball decor and plenty of American flags, brands such as Nike and Marriott capitalized on the soccer fever that hit the United States this past month.
Guests were able to test out the Nike Magista cleats with this interactive passing game—a kind of digital “Whac-a-Mole.”
Portland-based creative agency Roundhouse produced the LA Galaxy fan event, which was held at Lot 613 on June 22, in conjunction with the United States versus Portugal match. The theme—“Join or Die”—was inspired by Benjamin Franklin’s words, and was meant as a rallying cry for U.S. soccer fans.
With the American flag as the backdrop, attendees captured their game-day spirit with a Phhhoto booth, which creates a moving GIF image that could be uploaded to social media with a message and the event’s hashtag, #USofLA.
The event also featured an auction of 10 Brazuca World Cup balls custom-designed by artists from around the world. The auction, plus funds from ticket sales and 25 percent of bar sales, raised approximately $18,000 for the LA Galaxy Foundation.
During the hotel chain’s fan appreciation day event, held in Times Square on May 30, Breakfast set up an Instaprint mosaic grid, which was filled out using social media images labeled with the campaign's hashtag #TravelVictories. Marriott is the official hotel partner of the U.S. Soccer Federation, and American soccer stars Alexi Lalas and Omar Gonzalez are both featured in their new IMG-produced ad campaign.
The opening-night party for the sneaker brand’s World Cup experience took place June 20 at Skylight Clarkson Square and featured a menu from Riviera Caterers inspired by Brazil. Fried plantain hor d'oeuvres topped with queso fresca and guava paste were served on custom-made LED-lighted trays, accented in the country’s colors of blue, yellow, and green.
The weeklong event included an outdoor soccer pitch, where participants could sign up to compete in daily tournaments. The Hall of Phenomenal also played host to viewing parties for select games, and was open to the public from June 21 to June 26.
A custom-built two-man serving tray, decorated with artificial turf and mini soccer balls, housed bite-size cones filled with Brazilian chicken salad. The menu also included traditional BBQ picanha with mango jicama salad, authentic cheese-stuffed buns, honey-lime glazed shrimp, and homemade churros.
Audi's enormous installation for the World Cup involved 45 shipping containers and 28 of its A8 flagship sedan, which formed a digital scoreboard on Brooklyn's waterfront. Live results from the matches are displayed using the LED headlights of the German automaker's vehicles and can be seen from across the river in Manhattan.
Ardbeg Scotch hosted a World Cup-theme tasting event May 29 at Jack Rose Dining Saloon, where staff wore sporty uniforms in the Brazilian team colors of yellow and green.
Guests played a friendly game of foosball as part of the soccer-inspired event.
