As the World Cup kicks off today and advertisers jockey for position in soccer’s quadrennial superevent, it isn’t a flashy commercial but a muted, brooding print ad that’s getting most of the attention—including staggering like counts on Instagram and plaudits from every corner of the ad world and beyond.
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Discussion Questions:
- What is celebrity endorsement?
- What is influencer marketing?
- What is the difference between endorsement and influencer marketing?
- Which might best describe the Louis Vuitton, Messi/Ronaldo advertisement?
- How do brands determine which athletes, celebrities or influencers to partner with with? What characteristics do you think they look for?
- Why would Louis Vuitton want to invest in advertising around the World Cup?
- Why is social media important to this campaign?
- How many people have viewed the Instagram posts from Messi and Ronaldo?
- Why is that important?
- Do you think Louis Vuitton views this campaign as a success? Why or why not?