Broadcasters are facing a second-screen battle for World Cup viewers. Adidas, Budweiser, Johnson and Johnson and Volkswagen are ramping up real-time marketing efforts, particularly in social. Jennifer
Anton, marketing manager at World Cup sponsor Budweiser UK, says: "Facebook and Twitter are going to play a big role in how we activate around the World Cup, we're going to be using all the insights
we have learnt (in 2010) to connect with consumers around what we feel is going to be the biggest social media conversation ever."
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