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VISA TELETRANSPORTER
ITV BROADCAST IDENTS
As a relatively new sponsor of the World
Avid followers of the World Cup will no doubt
Cup, VISA have had to fight for their
have seen the broadcast idents on ITV.
recognition.
Santander, Carling and Sony have taken
multimillion pound integrated packages across
Visa’s World Cup activation campaign is
the network’s portfolio of channels and ITV
based around digital innovation and the
Player.
use of social media.
For Sony the sponsorship works as an
Linking their activation to new
enables them to have increased visibility. The
Teletransporter allows fans to use a
connection between Santander and the World
mobile optimized app to superimpose
Cup is a lot more tenuous, but they still seek
themselves into scenarios that may
to capitalise on football fever to deliver a
happen at the World Cup.
#RISEASONE
extension of their World Cup rights and
technology (contactless payments), Visa’s
message.
KIA’S ROAD TO RIO
Official beer of the World Cup, Budweiser has
Kia have been successful in leveraging
been activating their rights above and below
their World Cup sponsorship through the
the line. Their #RiseAsOne campaign
popular “Road to Rio series” – following
encourages fans to come together to celebrate
two fanatical football fans on a road trip
their team in the tournament.
through South America. Six three-minute
videos are hosted on the company’s
One of their most striking activations has been
YouTube channel, with full episodes
their limited edition gold bottle which has
appearing on UK comedy channel Dave.
been on sale in forty countries worldwide. The
campaign in the UK has also included a
Kia also received product placement in the
national on-pack consumer promotion giving
official music video for Ricky Martin’s
away the ultimate football experience, the
“Vida,”, a World Cup song which, to date,
chance to attend the World Cup.
has amassed over 19 million views.