The Economist has launched a new campaign using real-time scores for the 2018 FIFA World Cup.
Created by Proximity London, the content-led dynamic campaign is designed to increase awareness amongst audiences in UK, Europe and Latin America, and to direct football fans, who are new to the brand, to a comprehensive Economist World Cup center.
The campaign will be featuring dynamic ads developed by live scores on soccer websites. According to the press release, the ads will feature provocative lines that will lead globally curious football fans through to Economist content depending on the result of each game.
Stressing on the Russian fake news issue, here is an example shared a few days ago to point out that soccer fans might be seeing Facebook Ads including wrong information about the match score.
John Treacy, executive creative director of Proximity London, said:
This is a serious but witty look at what’s really going on in the nations at this summer’s World Cup. We’ll be beating all the pundits to the punch by offering The Economist’s unique global perspective the minute the matches have finished. And with nations like South Korea, Saudi Arabia and Iran as well the hosts Russia featuring, who better than The Economist to be your expert guide through the most politicised of World Cups in recent times?
Mark Beard, SVP global subscriber acquisition at The Economist, said:
During the next four weeks the world’s eyes and ears will be focused on the World Cup, and we are excited to showcase the breadth and depth of Economist content that relates directly to the participating nations. Our unique and compelling articles will provide prospects with a glimpse into what makes each and every nation tick, and the meaningful geo-political issues that are happening off the pitch.
The Economist‘s dynamic campaign will run throughout the 2018 FIFA World Cup and aims to reach a wider audience in a unique way.
We will keep updating you as new ads shared by The Economist online.