July 2, 2014: Is Nike the World Cup's Brand Winner?, How Brands Supported the U.S. Soccer Team With Waffle Jokes, Marketers Boost Digital Budgets

July 2, 2014, 8:17 AM EDT

1. IS NIKE THE WORLD CUP'S BRAND WINNER?: There's no question that the FIFA World Cup presents an enormous opportunity for marketers, but with so many vying for attention, it's tough to tell who's making the most impact. On Forbes, Mike Fidelman makes the argument that Nike's Risk Everything campaign is one of the most impressive so far. “It is influencer marketing on steroids, content marketing so smart, so distinct, so alive, you’ll think I’m exaggerating—I’m not. Their clever integration of a World Cup storyline, product placement and influencers will be a future case study on how to create a branded experience around sporting events. … Nike’s done a great job of blending product placement and a soon to be released mobile soccer app, with entertaining content. If that product/content connection converts to sales, their return on an obviously huge campaign budget will pay off.”

2. HOW BRANDS SUPPORTED THE U.S. SOCCER TEAM: Just as soccer fans are hitting Facebook and Twitter during the World Cup, so are marketers, and yesterday prompted a slew of tweets in support of the U.S. team’s match against Belgium. Among them was the Waffle House’s so-called boycott of Belgian waffles, which, according to Mashable, earned the brand about 1,500 new Twitter followers since Monday.

Adweek rounds up the other waffle-related tweets made by brands like Chobani, Coors Light, and even Charmin:

3. WILL DIGITAL BECOME A PRIORITY IN 5 YEARS?: According to a survey by Accenture, more than a third of chief marketing officers believe digital will account for 75 percent of marketing budgets, with seven out of 10 executives under the age of 50 believing that mobile is an essential channel. Nonetheless 42 percent cite “managing change” as the biggest challenge to digital initiatives. Adweek:

In related news, a survey by Ad Age shows that marketers are already planning to increase their spend in social media channels, although it still accounts for a relatively small percentage of the overall marketing budget. And while Facebook is the most-used social platform, almost half are planning to spend more with Twitter. “Nearly half of respondents—44%—said they had increased their spending on Twitter over the past 6 months and 63% said they planned to do so over the next year. By comparison, 59% said they expect to spend more on Facebook. And more marketers surveyed said they plan to decrease spending on Facebook (11%) than on Twitter (7%).”


AUSTIN:  The Texas Tribune Festival announced new speakers to its lineup, including Governor Rick Perry, U.S. Senator John Cornyn, and State Senator Wendy Davis. The festival is September 19-21 at the University of Texas at Austin.

Destination management company Access Destination Services announced its expansion into the Austin/San Antonio area, with its new office Access San Antonio.

BOSTON:  The former Circle Cinema in Brookline is poised to become a development with ground-floor retail and restaurant spaces, as well as a Hilton Garden Inn. Wicked Local:

CHICAGO:  Taste of Lincoln Avenue is July 26-27. The event, now in its 31st year, will feature some 25 music acts on three stages, plus a craft fair and a kids’ carnival.

LAS VEGAS:  The 82nd annual International Premium Cigar & Pipe Retailers Convention and International Trade Show is July 19-23 at the Sands Expo Center.

Chef Kerry Simon's Carson Kitchen is now officially open inside the old John E. Carson Hotel at 124 South 6th Street in downtown Las Vegas.

Westgate Resorts announced the acquisition of the LVH–Las Vegas Hotel & Casino as the newest addition to its portfolio of 28 resorts.

LOS ANGELES:  The Grove's Summer Stage Series will return this year with live performances by musical artists across rock, pop, folk, electronic, and country genres. Citi is the presenting sponsor for the fourth consecutive year, and events are scheduled to take place in the Park at the Grove on July 9, 16, 23, and 30.

Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA:  Eater: “Mexico City hotspot Porfirio's opens its doors to the public this Thursday, July 3. Located in Miami Beach's South of Fifth neighborhood, the restaurant's first U.S. location will offer high-end Mexican cuisine and a bevy of mezcal cocktails in a lofty dining space boasting 200 indoor seats and an outdoor terrace that seats up to 110.”

NEW YORK:  Car service Uber is partnering with Blade, a helicopter-booking app to bring New York users to the Hamptons starting this Thursday. According to The New York Times, “If the test goes well, Uber suggests, the chopper rides may become a permanent feature.”

Smyth, a Thompson Hotel, announced it plans to renovate the TriBeCa property, with interior design firm Gachot overseeing the project. The property also announced a new food and beverage program by chef Andrew Carmellini and his partners, Josh Pickard and Luke Ostrom.

Brooklyn-based UrbanGlass is hosting a gala October 21 with cocktails, dinner, and an auction.

Local event listings from Masterplanner:

PHILADELPHIA:  The Audi Feastival is scheduled for September 18 at Penn’s Landing on the Delaware River Waterfront. More than 75 restaurants, chefs, and bartenders along with avant garde artists, acrobats, and aerialists will participate in the benefit for FringeArts.

TORONTO:  Looking for healthy meeting snacks? BlogTO rounds up nine Toronto juice bars, which offer healthy eats such as kale-lime pie and “Greena Coloda” smoothies.

WASHINGTON, D.C.:  The Mayflower Renaissance Hotel announced a $20 million renovation to its 583 rooms and 74 suites starting in October and finishing in early 2015. It's the final phase of upgrades to the hotel that included renovating its nearly 43,000 square feet of meeting and event space.

YOUR NEWS: What are you doing? Tell us:

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With contributions from Jenny Berg in Chicago, Alesandra Dubin in Los Angeles, Mitra Sorrells in Orlando, and Beth Kormanik, Michele Laufik, Jill Menze, and Anna Sekula in New York.

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