Continental Tyres - Socialise the event

Dave Grainger
Initiative 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?