As reported on OilOnline.com, global lubricants brand and World Cup sponsor, Castrol, is launching a major, 12-month campaign, in support of its status as official sponsor of the 2010 FIFA World Cup™.
According to the article:
This is the first campaign of its kind for the company’s Offshore division and is aimed at Castrol Offshore customers. It will be the first time the company has used a sponsorship, or social media tools, to drive business in this industry.
Through a dedicated online presence and special events for its offshore audience, the company will use its ‘more than just oil’ theme, to communicate business performance and product benefits, in the context of football.
Online content will include relevant news updates, competitions, a performance-based football game and a B2B social networking presence (http://offshorefootball.castrol.com/?SiteId%20=%202#/home), accessed via www.castrol.com/offshore. Special World Cup-themed customer events will be arranged at offshore trade shows and conferences around the world, with key football figures, led by Arsène Wenger (my note: in Arsene we trust), acting as brand ambassadors.
“Offshore is a vital industry for the BP Group and this sponsorship offers us a new way to do business,” explains Paul Lowther, Global Marketing Communications Manager for Aviation, Marine and Energy lubricants. “Castrol’s aim is to always find ways to improve performance. Through this campaign, our customers will be able to connect winning at the highest level in football and Castrol Offshore’s high-performance lubricants, in an engaging way.”
The campaign is part of a global plan behind the Castrol brand, which includes a significant worldwide consumer media and activation programme in support of its official sponsorship of the 2010 FIFA World Cup™.
Leading football faces are acting as Castrol’s consumer brand ambassadors, including Ronaldo and Marcel Desailly.
Interesting. I’d be very curious to know how their efforts drive traffic to their social media platform and/or sales of Castrol brand products. Is this the right demographic for a social media platform? Are these the motor oil enthusiasts they are looking for? Perhaps if this was a Grand Prix event, but the World Cup? Very interesting. We’ll see what happens and if they include some IRL (in real life) efforts with the social media.
Full article can be found at: http://www.oilonline.com/home/firms/?tx_ttnews[tt_news]=76976&cHash=1dc3f796ab