Sponsorship: Continental Tyres - Socialise the event

This article explains how social media can be used to maximise the impact of events sponsorship, using an example of when Continental Tyres sponsored the football World Cup.

Continental Tyres - Socialise the event

Dave GraingerInitiative UK

Admap: Boost the impact of sponsorship

This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.

Continental Tyres didn't have a huge TV budget to leverage its FIFA World Cup 2014 sponsorship, but a clever and well-executed social campaign proved to be more effective than a million-pound TV deal.

England were poor, #Messi was OK, #Rodriguez was the star. How would you capture the World Cup in a tweet? In fact, why would you want to?

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