Brands must commit to a “real-time” marketing ethos if they are to win over consumers during the forthcoming World Cup, according to a senior Coca-Cola marketer speaking at Advertising Week Europe 2014.
Speaking during an ESPN-sponsored panel discussion entitled ‘Connected fans and brands with the World Cup across every screen’, Coke’s head of assets and experiential Paul Dwan warned technology will be “the difference” between this year’s tournament and the previous one in 2010.
Dwan said: “In real-time, there were 2.3 billion consumers engaging with the World Cup in 2010. This year it’ll be more like three billion. The biggest difference will be the need to be real-time rather than pre-planned.”
The Coke marketer discussed its “very collaborative” partnership with Tumblr, through which it plans to create a “mosaic” of fans’ faces which will be unveiled in the form of a flag during the opening match of this summer’s tournament in Brazil.