FIFA brands World Cup with its own melody

The World Cup not only has an official beer, soda, airline, automaker, credit card, etc., etc., it also has an official melody. Billboard is reporting that the melody, called “Bamboo,” will be sold as a ringtone, used in special World Cup remixes of hit songs and featured prominently in advertising from sponsors like Adidas, Budweiser, Coca-Cola, McDonald’s and Phillips. (Of course, while 30 billion TV viewers will hear the melody in the coming weeks, we can’t find it online yet. It is reportedly a five-note aural signature—something McDonald’s has had some success with in the “I’m lovin’ it” campaign.) FIFA hired a Swedish agency called Engine to manage its music projects for the Cup this time around, rather than license them to a major recording company, as it usually does. It was Engine’s idea to build the World Cup branding campaign around an official melody, which Engine’s managing director describes as “the FIFA sonic brand.”