This story is part of our week-long editorial series on how major retailers, fashion conglomerates, beauty brands and CPG startups are leveraging this year’s biggest-ever FIFA World Cup to their advantage.The entire retail media industry, from networks to agencies and tech platforms, is showing up in full force to promote brands during the World Cup and prove the effectiveness of the sector.
The tournament is a big opportunity for retail media networks to prove their effectiveness after the sector has grown tremendously, advertising offerings have evolved and retail media networks want to prove they are more than just a lower-funnel solution. The World Cup, being much longer than other sporting events with more opportunities for campaigns, will likely serve as a case study for future retail media activations. They also want to prove their nimbleness and ability to respond quickly to trends and major events through in-store events and campaigns that directly respond to big moments.
Walmart’s retail media network, Walmart Connect, is partnering with Coca-Cola on parking lot events nationwide, which began on June 6 and will take place in 11 host-city markets. It will integrate with digital creator content on local game-day traditions and fan culture.
