Millions of viewers around the globe tuned into the 2022 FIFA World Cup, with friends and families getting together to watch the games both online and offline.
Leveraging the football fever and Lazada’s own shoppertainment capabilities, Lazada Vietnam became a big part of the sporting spectacle. As the quarterfinals and final played on TV screens in homes, bars and cafés, Lazada presented viewers with a second-screen experience via LazLive, Lazada’s own livestreaming channel. Titled LazCup, the livestream was hosted by popular local influencers who provided commentary and comedic relief throughout the games.
At the start of every game, fans were asked to share adorable videos of their pets attempting to predict the results in a segment called “psychic pets” – a homage to the famous Paul the Octopus, who accurately predicted the results of many 2010 World Cup matches. The hosts also interacted with viewers throughout the matches, sharing their reactions, playing games and quizzing them on their football knowledge. Adding even more excitement to the matches, they also introduced various deals and discounts at key moments, including making it rain with vouchers whenever a goal was scored.
By turning the matches into an innovative and interactive shopping occasion, Lazada created an entertaining experience for everyone, even casual fans, to enjoy. LazCup proved to be a hit, recording 15 times more engagement and 17 times more orders placed compared to regular days. The livestreams helped keep Lazada top of mind on social media during the World Cup, driving enough buzz to hit over 15 million impressions throughout the series. The livestreams also gave brands new avenues to reach their fans, catching a ride on World Cup hype without committing to expensive sponsorships. Thanks to LazCup, local brands like Chin-Su instant noodles and Mars Petcare, were given primetime World Cup features. Spicy noodle challenges, games and exclusive deals throughout the matches created new and exciting marketing and engagement opportunities.
“The World Cup is a unique opportunity for everyone to get together and enjoy the games. The games hold everyone’s undivided attention, and that’s where we saw an opportunity to place Lazada in the conversations. As a leading eCommerce platform with innovative shoppertainment features, we were able to curate these special LazLive episodes to engage with our Vietnamese shoppers while giving local brands and sellers a one-of-a-kind opportunity to ride on the World Cup hype,” said Lazada Group Chief Marketing Officer Marcus Chew. “We hope everyone enjoyed the matches through our streams, and we look forward to introducing more exciting LazLive shows and content to delight our shoppers.”
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