Real-time marketing will bring out the most fierce competition between brands during the World Cup, according to Castrol. Its ‘Footkhana’ ad, featuring brand ambassador and Brazilian
football star Neymar Jr in a battle of skills with rally driver Ken Block, was, until recently, the most-shared social video from a sponsor so far, according to figures from Unruly. The lubricant
brand will seek to reach out to second screeners during games with data analysis of which players are having the biggest impact.
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