June 20 – Castrol Activ has avoided the scramble for TV audiences and switched from a traditional TV-based marketing campaign to focus their world cup promotion on ‘second screen’ technology. The World Cup sponsor is running a digital and social media campaign in collaboration with digital marketing agency FoxyMoron called ‘Castrol Activ Cling On To Football’.
The global campaign began June 18 with a concentration on India by holding the largest football Google Hangout in India. Fans interacted with a panel of celebrities, some ex-professional players and the odd actor too, including Abhishek Bachchan, Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor.
The entire two hour video is available on YouTube where you can discover the opinions and views of the participants: http://www.youtube.com/watch?v=2SIrjg2wYzI
Vice President of Marketing, Soma Gosh, said: “Football is fast gaining ground as one of the most popular sports amongst Indian urban youth and the 2014 FIFA World Cup is a great opportunity for us to leverage our position as one of its official sponsor…Castrol Activ with Actibond technology is one of our pioneering brands and will be at the center of the action in our digital and social media campaigns.”
Castrol have also initiated an interactive voice response based activity, capable of reminding fans of games with messages and wake up calls. The ‘Castrol Activ Cling on to Kick Off’ feature seeks to ensure that fans don’t miss out on the World Cup action.
They are also offering fans a chance to watch a game with Indian film actor, producer and former model, John Abraham, in a competition whereby the quickest person to answer two questions correctly will seal the deal for him/her and his/her friend.
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