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Coca Cola #salyjuega

To capitalise on World Cup fever and leverage Coca Cola’s partnership status as Fifa partner, psLIVE Spain brought the World Cup to the street using branded metro stations, a ‘footballers’ tunnel’, the sound of a cheering crowd and a live event involving an interactive vending machine which challenged the audience to demonstrate their football skills.
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The Football Machine

For the launch of its special Knacki FootBall – small meat balls that look like footballs – Herta placed a vending machine that offers these meat balls for free. But what people didn’t know, was that they had to play a match against the Belgian football legend, Leo Van Der Elst, inside the vending machine. Discover how people reacted when they found out that they had to play in the world’s smallest football stadium.
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Budweiser Reward Trade Partners at Europe’s Biggest Experiential Venue – The IMAX

As part of their World cup activation campaign Budweiser became the first brand to use London’s IMAX as an experiential venue.
Inviting 400 trade partners and competition winners to watch the game on Britain’s largest cinema screen, Budweiser created an atmosphere that was as close to being at San Paulo without getting on a plane. After the result most England fans were probably happy that it was only a tube ride home!
The IMAX is regarded as a world class venue for brands to make world class statements and is now available as a fully integrated experiential location.
The combination of the UK’s number one out of home site, Europe’s largest advertising canvas measuring 1720sqm and the UK’s biggest cinema screen helped make a huge statement to Budweiser customers and a great nights entertainment. The exclusive pouring rights for Budweiser also probably helped ease the pain for the England fans.
The campaign was planned and booked through Vizium and Posterscope.
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Via: Ocean Outdoor

Audi Headlights Create Giant World Cup Scoreboard in Brooklyn

For the World Cup, Audi has created a giant scoreboard that will display the results of matches using the headlights of 28 Audi A8 cars. The flagship sedans are stacked together within 45 shipping containers and collectively stand over 40 feet tall, making it visible from not only miles away, but also from airplanes. The installation is on the shores of Greenpoint, Brooklyn, offering a spectacular view to Manhattanites across the river, and will be live through July 14th.
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Via: psfk

Clear Channel Outdoor Creates Interactive Football Game at Cannes

Clear Channel Outdoor, the out-of-home media owner, has created an interactive football game to tie in with the World Cup, which will be played out on a giant screen during Cannes Lions.
The game, called ‘Le Grand Kick’, is powered by mobile interactive technology and will be played on a digital outdoor rooftop screen, equivalent in size to two double-decker buses, on top of the Grand Hotel in Cannes.
Attendees at the Cannes Lions can take a virtual “penalty kick” using their mobile phones to log into the game and swipe their screens to take a shot.
The OOH media owner worked with the digital production company Grand Visual as well as the experiential marketing agency CURB to bring the game to the Cannes Festival.
The company said the screen is the biggest digital outdoor rooftop screen in the world, standing at 16.8 metres wide by 4.8 metres high, and it is positioned on the roof of the 12-storey Grand Hotel, making it visible across the bay, day and night.
‘Le Grand Kick’ will pit creatives against advertisers and media owners. Clear Channel Outdoor will create a live football league to keep track of the results, with the day’s highest scorers appearing on the screen each day.
Players can register to play at Clear Channel Outdoor screens placed around the festival and they will also be able to “sign up” for a World Cup qualifying country and compete for a national team.
Via: Media Week

Outdoor Plus Screens to Show Geoff Shreeves World Cup Tweets

Outdoor Plus has partnered with the Sky Sports reporter Geoff Shreeves to screen his live Twitter predictions for the World Cup across six of its digital sites in London.

Shreeves’ match predictions will also appear in Outdoor Plus’ network of digital screens at 16 shopping malls across the UK, including Bluewater.
From today Outdoor Plus will screen Shreeves’ tweets across its outdoor sites in London, including at the Euston Road underpass, at Vauxhall Cross interchange and City of London Gateway in Aldgate, during the morning and evening rush hours.
Shreeves, a touchline reporter for Sky News, will tweet tips throughout the World Cup tournament to the 274,000 followers of his @Geoffshreeves Twitter handle.
Outdoor Plus hopes the partnership will highlight the way brands can use social media on its digital screens to drive consumer engagement, which it said was vital because 80 per cent of Twitter users tweet while they are out of their homes.
Fifa estimates that around 3.2 billion people will watch at least some part of the World Cup and that the final will have approximately 1.3 billion viewers.
Via: Media Week

Tfl and ESPN FC to Display World Cup Updates on London Underground

Transport for London (Tfl) has partnered with ESPN’s football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup – marking the first time the transport body has signed a commercial partnership.
The partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances.
As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week.
Via: The Drum

Work.Shop.Play Research Reveals Brazil 2014 to be the First Digital World Cup

As the World Cup in Brazil rapidly approaches, research by work.shop.play., the online urban community, reveals that this year’s event is set to be truly digital. A massive 85% of consumers will be following the tournament online in some form with 41% specifically using social media sites. Mobile also plays a part as more than half of people surveyed (53%) said they will be using their phone to keep informed and 40% will be using their tablet.
Television will still play a big part in how football fans follow the games, however the internet has overtaken TV for how people will keep track of live scores. More than two thirds of people (67%) will use the internet for score updates compared to just 38% who plan to use TV. Mobile and social will also play a role with 42% using their mobile and almost a quarter (24%) using the likes of Facebook and Twitter to get their score updates…
Brits won’t just be relying on the web for score updates. Almost one in five people (18%) will be using the internet to watch full games while more than a third (34%) will go online to catch up on highlights from the tournament. Following the games online is especially important to the UK’s younger generation – a quarter plan to watch full games online and 22% will watch them on their iPad. Almost half (47%) will log on to view highlights via the web..
Simon Harrington, Marketing Director, Exterion Media commented, “All eyes will be on Brazil this summer, but it’s interesting to see how different our approach will be to following the games compared to 2010. For the first time, internet and mobile are going to play key roles in how we digest news and follow coverage of the games. Crucially, for the Out of Home sector, consumers will be looking to follow the news while on the move. Almost a quarter (25%) say that they plan to follow the competition while on public transport, a statistic which increases to 38% in the 16-34 age group. We expect consumers, and Londoners especially, to make the most of free Wi-Fi on the London Underground to stay connected and share in the excitement the World Cup brings.”.
Via: Exterion Media

Move Like a Pro to Score a Free Pepsi

As the World Cup draws nearer, football mania is starting to set in. Try out your football moves with the Pepsi #FotbolNow skills challenge. A vending machine challenges you to put your best moves to the test in order to score a free Pepsi.
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Via: Digital Buzz Blog
 
 

A Focus on the World Cup and OOH

The World Cup takes place in Brazil from 12th June- 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation.
Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it.
This document details how Out-of-Home, as a broadcast medium, complements World Cup TV coverage, taps into the mood of the nation and social buzz, and capitalises on the change in consumer behaviour associated with the World Cup.
Please click here to see the presentation.