Sponsorship is brilliant for many reasons; supporting a great cause or event, building awareness of your brand with a new audience and changing opinions of your brand through affiliation.
When it comes to something as big as the World Cup, the link between sponsors and the main event can appear tenuous until you’re introduced to the “concept” behind the relationship through brand messaging.
For example, Coca Cola’s desire for people to celebrate goals with a beverage or McDonald’s customers being compelled to avoid or discuss the games in its diners during the tournament.
However, communicating these concepts is no longer a mere media-buying activity. International brands now have their social media channels to help them along the way…