Brands ramp up World Cup activity for draw

Several brands have launched World Cup-themed marketing activity to coincide with the draw for the finals taking place in South Africa later today (4 December).

Carlsberg, the official beer of the England national side, has launched a national press campaign that shows the ideal draw for England.

The advertisements, created by Billington Cartmell, are headed: “If Carlsberg did the draw…..”, and show England grouped with the Vatican City, Lapland and Guatemala, while another group features Brazil, Germany, France and Spain. The ads push a promotional offer for the beer brand.

Meanwhile, bookmaker William Hill is running a week long campaign featuring England star Wayne Rooney that will offer a free bet to all customers that stake more than £5 on the winner of the Word Cup.

Emirates Tours has developed a mobile marketing campaign to push its packaged World Cup tours. The luxury tour operator, a division of World Cup sponsor Emirates airlines, has bought all mobile advertising space on Sky Sports Mobile and on Sky News and Sky Sports football centre iPhone applications.

Separately, Sony and FIFA have agreed a deal that will see up to 25 matches in the 2010 FIFA World Cup screened in 3D.

FIFA will be hosting Fan Fests in seven cities across the world including Berlin, London, Rio and Sydney where people can watch World Cup Games in 3D.

The Coca-Cola Company and African hip-hop artist K’NAAN have also joined forces to create an uplifting soundtrack for the global marketing campaign to support the Coca-Cola sponsorship of the 2010 FIFA World Cup.  ‘Wavin’ Flag – Coca-Cola Celebration Mix’ will be released in 150 countries in 2010 and will be the centrepiece music for the campaign. The track will also be used as the music throughout the entire campaign including as the soundtrack on all TV commercials, at FIFA World Cup Trophy Tour by Coca-Cola events and on the online digital platform.

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