By Frank Holland. Next to the Olympics, the FIFA World Cup is one of the most-watched international sporting events with some of the most passionate fans from all around the world. A captive and engaged global audience is any marketers dream, but how can brands effectively tap into this buzz and excitement to gain valuable brand equity?
This is the impetus behind a new global advertising collaboration between Microsoft Advertising and WPP’s 9ine for the upcoming 2014 FIFA World Cup in Brazil. Together we will offer advertisers a series of platforms to co-create themed digital experiences across multiple screens that will bring fans closer to the passion and excitement of the World Cup.
In today’s rapidly changing world, the ability of a brand to surprise, delight and entertain its audience has never been more critical to its success. This truth is at the very heart of the offering we are developing with 9ine – a Brazil-based sports marketing communications company started by WPP and soccer legend Ronaldo – which will allow select brands to bring the World Cup to life in an engaging way at work, at home, or on the go, for over two billion people across Microsoft platforms.
According to Ronaldo, Chairman of 9ine, “Our goal is to make the world a stadium for the 2014 World Cup. Through creative digital experiences, we want to draw people from all corners of the world, from all walks of life into the unique experience of the World Cup.”
Added Evandro Guimarães, Managing Director of 9ine, “We’re looking to create World Cup experiences that go beyond the 22 players on the field and extend to the fans in the pubs of London as well as casual observers in the middle of Times Square. This is an opportunity for brands to imagine what is possible and then make it happen“
We’re looking forward to collaborating with global brands whose goals and passions align with our vision to create engaging, relevant experiences for the World Cup on and off the pitch. Stay tuned for more to come in the next couple months.
Frank Holland is CVP of Advertising & Online at Micosoft Advertsing
Ronnie 
