Analyzing a real-world marketing fail from @betherewearthat

The creator, a marketing professional, analyzes FIFA's policy of covering non-sponsor branding at World Cup venues. She uses her own footage from a game in Atlanta to show how logos on condiment dispensers and the stadium itself were crudely covered, arguing that the poor execution backfires by creating a Streisand effect that generates free marketing and online buzz for the very brands FIFA intended to hide.

Creator: @betherewearthat on TikTok

Video format

Talking Head Edit

Video outline

  1. Present an intriguing anomaly
  2. Explain the official reason
  3. Critique the flawed execution
  4. Reveal the ironic outcome

Narrative framework

The Ironic Reversal

Narrative framework logic

To expose how a flawed attempt to solve a problem inadvertently creates a worse or opposite outcome, thereby providing an insightful critique.

Topics: Marketing, Brand Strategy, Sports Marketing, Advertising

Concepts: Case Study Breakdown, Headlines

Formats: Talking Head Edit

Elements: B-Roll Cutaway, Image Overlay, Social Proof Screenshot, Title Text Hook

Account types: Personal Brand

Transcript excerpt

This is the condiment stand. This is a video I took yes. See how they covered up all the logos. So yes, I was at the Worse Cup in Atlanta, the Spain versus Cabo Verde game. I've been hearing about how FIFA covers up all the branding in their stadium, all the way from their condiments to their stadium names. I work in marketing, so I had to see this for myself. This is the condiment stand. This is a video I took yes. See how they covered up all the logos. And then this was the Mercedes Benz stadium. The star was covered up and replaced by this FIFA Worse Cup logo. Thing is I get that these brands didn't pay for advertising, so FIFA wants to cover them up. That makes sense to me. However, the way that they actually did it, I thought was very poorly done. If you're gonna cover up the logos, you might as well do it well. Instead, this black electrical tape over the ketchup just looked sloppy. I was looking at it, but also a ton of other people were looking at it, pointing at it, and laughing. And that, to me, draws more attention to that product versus drawing attention away from it. It's honestly creating free marketing for the brands who didn't pay to get sponsored. People are postin

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