In such an era of epidemic spread, it is not easy to gather global attention. This also makes the World Cup the focus of the world's attention-the enthusiastic participation of the audience and the heat wave sweeping the world. As a global hotspot every four years, this World Cup is also a special one in history. It was held for the first time in winter and in the middle and late stages of major leagues. This is not only a carnival festival for fans, but also a good opportunity for brand marketing. Brands can take advantage of the heat and opportunity of the World Cup, and at the same time let fans pay attention to the World Cup, drive their own products, and let their products enter the user's field of vision. As the World Cup continues to heat up, consumers' desire to buy will also be pushed to a climax. If brands want to use the World Cup craze to market their products, they need to grasp the emotional value of fans at all times and seize the traffic from online channels first, so as to do every step of World Cup marketing well. So how to develop online channels to seize the traffic opportunities is better? The first one can be brought to the World Cup site through advertisements, promotions and slogans. With the help of the layout of advertising marketing, selfish marketing, new media socialization and other directions, the brand side puts forward new ideas by excavating product characteristics and combining with the World Cup, and conveys brand ideas and strengthens brand awareness, thus driving the brand to go further out of the circle. In advertising, when advertising information is disseminated, the advertising audience will be obviously influenced by group psychology, and these groups have similar consumption characteristics. For example, the brand that focuses on young people, the advertising form chosen must conform to the living habits of young people. Take Budweiser brand as an example. Budweiser Beer announced the marketing departure of the 2022 World Cup with an advertising campaign called "The World Is Yours". An advertising blockbuster starring soccer superstars Messi, Neymar and Sterling linked the fans' expectation of the World Cup with the emotion that the superstars are going to their dream stadium, thus igniting this trend. Budweiser beer has also created a new channel for fans to watch the game. In addition, you can win World Cup tickets by scanning the QR code on the limited edition Budweiser bottles and cans. Private traffic direction, have you found that every time you go to the World Cup, your circle of friends is always occupied by a group of friends who never watch the game. In addition, the time of this World Cup is mainly from 6 pm to 3 am, so you can feast your eyes and enjoy the "World Cup on the tip of your tongue". However, with the "small screen" of the World Cup, more and more fans watch the game on their mobile phones, and take-away orders are available immediately, which has become a new consumption trend of this World Cup. Then, for the FMCG industry, if you want to take advantage of the popularity of the World Cup for marketing, you can be creative in the food around the World Cup, combine the elements of the World Cup with food, and make small innovations in form and packaging. Then through the circle of friends, official WeChat account, community and other public publicity, here I recommend a useful mass media tool-Reed Assistant Plus, which has the functions of one-click mass media, mass media friends, official WeChat account and so on. The second one can sign a spokesperson and go straight to consumers. If you want to reach consumers, it is easy to attract fans and the public to participate with the help of world star marketing. In addition to official sponsorship, the brand's right to speak can be expanded, and the brand's influence can also be expanded by signing spokespersons. For example, Yili is marketing around the main teams participating in the World Cup. On the team side, Yili signed four national teams: Argentina, Portugal, Spain and Germany. In terms of stars, Yili signed three "No.7" stars, C Ronaldo, Beckham and Wu Lei, and formed a "dream team". In Tmall flagship store, the limited edition of "Yili Football Dream Team" once again inspired the enthusiasm of countless people to participate in this World Cup. These teams or stars signed by Yili are not inferior to Mengniu next door in terms of traffic or hot topics. The third way is to add World Cup elements to product packaging to enhance participation and interactivity. For FMCG industry, the most important thing is the product. In order to make products fit the theme of the World Cup, packaging highlights its importance. Brands can interact with consumers through product packaging and taste-limiting design to improve the public's sense of participation. For example, Mengniu, as the official high-end fresh milk sponsor of the 2022 World Cup, takes the World Cup as the theme center and provides customized limited product packaging for the World Cup. Mengniu assembled all 32 teams of the World Cup in limited packaging, taking the World Cup, which symbolizes the highest glory of the World Cup, as the visual center and the national flag color matching graphics drawn by ink pen as the background, which greatly met the needs of collectors. Its daily fresh language has also launched a limited edition bottle, and at the same time, it has set off a new wave of World Cup marketing with innovative gameplay such as winning grand prizes and betting competitions. The fourth is to launch a limited-edition new product "World Cup Limited Season" around the theme of the World Cup. Different brands launch a variety of new products with the theme of the World Cup, which makes the sports craze spread online and offline. Just like Nestle Coffee, Nestle officially launched the World Cup marketing before the official start of the World Cup. A new product containing twice as much caffeine-Nestle's burning soul-was introduced to fans and audiences who love coffee. While introducing new products, Nestle presented a football theme packaging gift box and a gold medal black coffee football theme gift box imported from Japan to help consumers face the "difficult" situation. Moreover, regarding the promotion of new products, Nestle has also prepared official authentic jerseys, official designated football, and limited gifts around football of 1000 yuan, so that consumers can feel the enthusiasm of football and open up more drinking scenes for coffee. The four-year World Cup has become a global carnival, bearing the strong business demand of the brand. The way of sports marketing has changed in the Internet era, from a single sponsorship form to interactive marketing such as topic marketing, event marketing and advertising, and from vagrancy to vagrancy, which is a new trend of brand marketing of sports events.