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During the 2014 Fifa World Cup final between Germany and Argentina over 32.1 million tweets were sent. While most were coming from fans some brands couldn't help but jump in on the action, so we've compiled the best for you to see including tweets from Red Bull, Sportsbet and Audi just to name a few.

Tell us who you think handled the pressure of the World Cup final the best below.

It wasn't just brands that got involved - buildings and statues also joined in on the action.

And the last word comes from Tim Cahill.

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AdNews: Brands react to Germany winning the 2014 Fifa World Cup - AdNews

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During the 2014 Fifa World Cup final between Germany and Argentina over 32.1 million tweets were sent. While most were coming from fans some brands couldn't help but jump in on the action, so we've compiled the best for you to see including tweets from Red Bull, Sportsbet and Audi just to name a few.

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Santander ITV World Cup Sponsorship Ad - Simple Personal Fair

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Santander are proud sponsors of ITV's coverage of the 2014 Fifa World Cup. Check out our short ad and enter our competition here: http://www.santander-products.co.uk/show-your-skills/

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A great promo from Pizza Pilgrims in London. If you have a sticker that they haven't got in their Panini World Cup Album you can swap it for a free pizza.

Blog post here

"We have started our Panini sticker collection in earnest at the Pizzeria in Dean St - an excuse to feel 8 years old again. so we thought it would be fun to open up our collection to the whole of soho.
In short, we giving away pizza in return for stickers. we will be collecting a different team each week - starting with Italy, obv. if you bring us a player (or, whisper it, a shiny) from the chosen team that week then an entire pizza will be yours, to eat in or take away.
We will also be giving away stickers when you eat in the pizzeria - so you can even get stuck in (!) if you are not a sticker collector (shame on you). we are also selling the sticker books and stickers if you just want to boost your collection.
Finally - in classic playground tradition - we will be turning our foosball table into a dedicated #sohoswapshop between the hours of 3pm-6pm every day. just come down, and swap your doubles for ones you actually need!"

This week it's Costa Rica.

Our @OfficialPanini World Cup team this week is Costa Rica. Fill in any of our blanks & get a free pizza. Operation #swapshop continues too.
- Pizza Pilgrims (@pizzapilgrims)July 1, 2014

A great example of using Twitter to push a great (& cheap) idea.

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A great promo from Pizza Pilgrims in London. If you have a sticker that they haven't got in their Panini World Cup Album you can swap it for a free pizza. Blog post here "We have started our Panini sticker collection in earnest at the Pizzeria in Dean St - an excuse to feel 8 years old again.

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British supermarkets are suddenly full of a plethora of Brazilian-themed produce. But how Brazilian are they, asks Clare Spencer.

Think of Brazilian food and you may think of the barbecue dish churrasco. You may be less likely to think of Pot Noodle, even if it is Brazilian steak-flavoured. But that's one of many items popping up on British shelves this summer because of the World Cup.

If you want a sweet Brazilian snack, you could try the rich chocolate brigadeiros. But what about the M&Ms Brazil version? They are made with peanuts, not Brazil nuts. But they are in a yellow and green packet.

For a Brazilian main meal, you could try feijoada - a bean and meat stew. For the British consumer, Pieminister have put that in a pie. If you don't fancy pie, KFC have a carnival box - essentially the same as a normal box meal with extra chilli mayonnaise and barbecue dip. Dominos also have two carnival pizzas - the Fiesta and the Rio, only they spell it Carnivale. Never mind that the carnival ended in March.

You might want to wash it all down with a Brazilian soft drink. If so, you might try Guarana Antarctica, which is also an official sponsor of the Brazilian national football team. Lucozade have other ideas - their limited edition drinks include "The Brazilian" which is mango and mandarin.

If you want something a little stronger, there are plenty of Brazilian drinks. Perhaps the most famous is the cachaca-based cocktail caipirinha. Or you could have WKD's "Brazilian alcoholic mix". The bottle describes the contents as "sparkling fortified alcoholic premix blending mixed fruit flavours. Contains caffeine."

There's more, much more. Branston have a "sweet and spicy" Brazilian pickle, Tilda have "samba" rice. There's even a Brazilian water. Volvic coconut and pineapple flavoured water is labelled as "inspired" by Brazil. Pringles have a "Brazilian zesty chilli style" which, according to one reviewer, has a distinctly lime flavour, but you'll only find it in Asda. And then there's Mattessons "Brazilian chargrilled chicken" Fridge Raiders.

Tessa McFadzean, senior brand manager for Mattessons, said of the product: "Brazilian Chargrilled flavour Fridge Raiders will appeal to the three out of four shoppers who say they want to see more world cuisines in store." The advert for the Pot Noodles, on the other hand, appears to imply that their product is Brazilian because it is for people who don't make too much effort. "I wanted things easy, like those Brazilians," it says. "Turns out all I needed for the easy life was one of these new Brazilian barbecues - you just add water."

Bar Magazine reported that WKD provided kits for venues to conjure up Brazilian spirit, with straplines such as: "It's like a taste of Rio. Even if you're in Rochdale".

Brazilian food

Feijoada - a stew of beans with beef and pork

Churrasco - beef or grilled meat

Coxinha - shredded chicken meat fried in batter

Pao de queijo - cheese bun

Acaraje - black-eyed pea and shrimp fritters

Brigadeiro - chocolate bonbon

A World Cup is of course a massive marketing opportunity. Many brands can't afford to be official sponsors so Brazil themes are the next best thing, says Robert Opie at the Museum of Brands and Packaging. The same impulse saw much use of the Union Jack during the London 2012 Olympics. Firms would have been heavily penalised for using any Olympic branding, such as the rings. Instead brands like Ryvita used the flag so as "not to miss out on the emotion of the moment".

But the perception of World Cups being a bonanza for supermarkets may be wrong. The World Cup probably doesn't lead to more sales, argues Planet Retail analyst Stephen Springham. He analysed Office for National Statistics UK sales figures for the last 12 major football tournaments. He found retail sales actually dipped in more tournaments than they grew.

Cachaca

Distilled spirit made from sugarcane juice

It can be used to prepare "caipirinha" - along with lime, sugar and ice - or any other fruit cocktail

In should taste somewhere between rum and tequila

It often exceeds 40% alcohol

There are thousands of officially recognised brands in Brazil

It has been produced in Brazil since the 16th Century

If consumers are buying World Cup-related products, they are buying them instead of something else, he believes. But Planet Retail's David Grey suggests supermarkets have stocked up on Brazilian-themed food because they fear if they don't, customers will go elsewhere.

It's not easy capturing the essence of real Brazilian food. Brazilian-born Michelin star chef Marcello Tully has incorporated some dishes at his restaurant on the Isle of Skye. He says that although they seem like basic dishes, they can be technically difficult to make. For acaraje - deep fried bean paste and shrimp - he painstakingly peeled every bean.

He spent the majority of his career in food development for manufacturers and knows how hard it would have been to make genuinely Brazilian products.

But Tully has noticed the change in the availability of Brazilian products in the UK. He says that even two years ago it was difficult get hold of the Brazilian spirit cachaca in the UK. Now, it's much easier.

Perhaps this summer will be a significant moment for Brazilian food too.
Subscribe to the BBC News Magazine's email newsletter to get articles sent to your inbox.

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The profusion of temporarily Brazilian-themed products

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British supermarkets are suddenly full of a plethora of Brazilian-themed produce. But how Brazilian are they, asks Clare Spencer. Think of Brazilian food and you may think of the barbecue dish churrasco. You may be less likely to think of Pot Noodle, even if it is Brazilian steak-flavoured.

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The Great British Bake-Off: World Cup Trailer - BBC One

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Programme website: http://www.bbc.co.uk/programmes/b013pqnm The Great British Bake Off team get excited about the World Cup, particularly Mary Berry!

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Twitter's advertising machine shifts into high gear during the World Cup, and McDonald's is getting in on the game. This morning, just in time for the Copa Mundial's first day, McDonald's unveiled Twitter's first globally promoted trend. #FryFutbol is showing up on Twitter as a promoted trend in 57 countries, with especially deep market penetration in Russia and Spanish-speaking countries. McDonald's has been working with Twitter and ad agency OMD on the campaign for the past year.

The promoted trend campaign will be encouraging users to download McDonald's Gol! app. McDonald's customers who have purchased french fries in new boxes designed to celebrate the World Cup can "unlock" the app, a virtual trick-shot challenge.

The World Cup is one of the world's most viewed sporting events-during the 2010 South African matches, the average viewing numbers per game hovered around 260 million, and 2014 marks the first year where second-screen viewing of matches (especially outside of the United States) is a viable moneymaker for big brands like McDonald's. In preparation for the World Cup, Twitter has begun major campaigns to attract new users.

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McDonald's Joins World Cup Mania With First Global Promoted Twitter Trend, #FryFutbol

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Twitter's advertising machine shifts into high gear during the World Cup, and McDonald's is getting in on the game. This morning, just in time for the Copa Mundial's first day, McDonald's unveiled Twitter's first globally promoted trend. #FryFutbol is showing up on Twitter as a promoted trend in 57 countries, with especially deep market penetration in Russia and Spanish-speaking countries.

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Transport for London (Tfl) has partnered with ESPN's football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup - marking the first time the transport body has signed a commercial partnership.

Launched today by ex-England footballer John Barnes, the partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances.

Nigel Holness Operations Director at Tfl told The Drum that he felt it was the right time to forge a partnership, and that he hoped it might help improve the perception of the brand, which is often accused of having "miserable" customers.

"I think the World Cup is a fantastic festival, everyone is interested in it - if you're a football fan - and it's just an opportunity for us to work in partnership and enhance the experience of people using the tube. We're often accused of people looking a bit miserable on the tube and hopefully this will help brighten it up and improve their experience.

"The other good thing about it is it brings in a little income for us that we can reinvest in continuing to upgrade the tube so it's a win, win all round really."

The partnership will help secure income for re-investment in London's transport network as part of a wider commercial strategy that is currently forecast to generate £3.5bn over the coming years. It follows click and collect services from major retailers and pop-up shops at Old Street station - both of which Holness said have been "hugely positive" with commuters.

He added that he hoped the tie-up will generate positive comments, such as those during the London 2012 Olympic Games, and that the success of the partnership will likely be measured through post event research.

The collaboration follows the recent re-launch of ESPNFC.com and the ESPNFC app, which is now fully responsive across all devices.

Speaking to The Drum, Alan Fagan, group director, ESPN EMEA, called the deal 'ground-breaking' and revealed that it just one part of a plan to raise the website to a new level.

"We're working with Tfl in what we consider to be a ground-breaking partnership... and the reason we're doing it is that it fits very well with our strategy of bringing fans of any sport the content they want any time, anywhere and it's really just an extension of that strategy. It's a very unique way of making sure that if people are travelling home or to work they don't need to miss what's happening."

Fagan revealed ESPN has a marketing budget secured to "continue telling people about ESPNFC" - the financial details of which he declined to disclose - and that ESPN has some "interesting plans" around the website to raise awareness among football fans worldwide. He also hinted that there would be more innovation to come from ESPN in how it delivers sports news.

The brands have an agreement in place to look at similar opportunities in the future when the World Cup comes to an end.

As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week.

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Tfl and ESPN FC to display World Cup updates on London Underground in 'ground-breaking' partnership

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Transport for London (Tfl) has partnered with ESPN's football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup - marking the first time the transport body has signed a commercial partnership.

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Diageo-owned rum brand Captain Morgan has created a unique bathroom video game to help pubs and bars build buzz around the World Cup.

The 'Captain's Cannon' game, powered by Captive Media, will feature in 10 central London locations, including Exhibit Diner, Balham, The Loop, Mayfair and Piccadilly Institute, Piccadilly Circus, and plays on a penalty shootout.

Through the game consumers can compete for the top goal scorer position by playing hands free whilst at the urinal using the control of their "flow" to fire the ball from the Captains ship into a digital goal.

Once their "ammunition" has run out, each player then has the chance to sign their name onto the national leaderboard, using their mobile phone, and tweet their score.

Samantha Newby, marketing manager for Captain Morgan Western Europe at Diageo said: "Captain Morgan is always looking for ingenious and fun ways to connect and recruit our crew. It is increasingly difficult in bars to standout, the Captive Media washroom media offers an innovative way to interact with our adult audience in a fun and engaging way, making the brand top of mind when they return back in to the bar, and gives them social currency to challenge their mates to beat their score!"

Captain Morgan came up with the game after conducting a poll of 1,000 Britons which found that a third of England football fans are concerned the new ball may hamper England's chances in the tournament this year. The rum brand said the game would help to put fans mind's at ease by putting the official ball "through its paces".

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Captain Morgan invites football fans to play 'hands free' urine controlled video game

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Diageo-owned rum brand Captain Morgan has created a unique bathroom video game to help pubs and bars build buzz around the World Cup. The 'Captain's Cannon' game, powered by Captive Media, will feature in 10 central London locations, including Exhibit Diner, Balham, The Loop, Mayfair and Piccadilly Institute, Piccadilly Circus, and plays on a penalty shootout.

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In a burst of patriotism on behalf of England's World Cup team, The Sun is distributing 22m copies of a special issue to almost every household in England.

In a burst of patriotism on behalf of England's World Cup team, The Sun is distributing 22m copies of a special issue to almost every household in England.

The 24-page paper is being delivered over the next two days, courtesy of Royal Mail, as "an unapologetic celebration of England."

Its front page, headlined "This is our England", is a montage picturing 118 personalities said to "capture the very essence of England today", which was inspired by the Peter Blake's cover for The Beatles' album, Sergeant Pepper's Lonely Hearts Club Band.

To use the paper's own phrase, the issue encapsulates "what it means to be English in our culture and our history, and in our blood and our bones."

The initiative, which I believe to be the first of its kind, is also a subtle nod to the enduring joys of newsprint. It is "a timely reminder of why newspapers still matter so much in all our lives" and is also an assault on "cynics who do not believe the newspaper industry has a place in our digital world."

The Sun's blurb states: "We all turn to newspapers when our heads and hearts are all consumed by exactly the same thing. When a nation thinks and feels as one, we need our newspaper."

Indeed, the anonymous blurb writer deserves a credit for the purple prose that follows:

"We also celebrating ourselves - the small, rain-lashed country that is behind those three lions on that white shirt. This England. Our England.

Our history. Our food. And 2,000 years of English heroes, including everyone from Wellington to Robbie Williams...

We understand what it means to be English. We get it. This is the nation of Hope and Glory and Jerusalem, but it is also the land of Vindaloo by Fat Les - the best World Cup anthem of all time."

Anyway, back to brass tacks. The content includes advice to England's manager Roy Hodgson by James Corden; Blur's Alex James on English and South American cuisine; and chief football writer Steven Howard looking back at England's 1966 heroes. And, naturally enough, there is a lot more about football.

It is, of course, a massive promotional exercise. As The Sun's editor, David Dinsmore, concedes: "We are keen to show all of England just what Sun readers enjoy every day."

But it must be costing a small fortune and is further proof that both The Sun of 2014 and its publisher, News UK, are determined to put the past behind them.

And what better opportunity are they ever going to get than in doing so as the nation prepares, yet again, to dream of footballing success.

For the record, The Sun's special edition will not be delivered in Scotland, Wales, Ireland and to most of Merseyside, where a very different footballing memory involving the paper cannot be eradicated.
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The Sun marks the World Cup by giving away 22m papers to English homes

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In a burst of patriotism on behalf of England's World Cup team, The Sun is distributing 22m copies of a special issue to almost every household in England. In a burst of patriotism on behalf of England's World Cup team, The Sun is distributing 22m copies of a special issue to almost every household in England.

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Sponsors and non-sponsors have made unprecedented investments around the tournament to try and capture record sales this year and their efforts will be ramped up when Brazil take the field against Croatia tonight (12 June).

Official FIFA partner Coca-Cola is looking to snare the limelight from rivals with a barrage of social media content around the unveiling of its "Happiness Flag" - a photomosaic crafted from thousands of crowdsourced images - during the opening ceremony. Posts from the drinks maker will detail how the flag was put together alongside calls to action to watch the video for its World Cup anthem "The World is Ours" (see below).

Rival Pepsi is hoping to top Coke's effort with a musical number of its own. Twitter and YouTube will be used to launch Kelly Rowland's "The Game", the latest single from its Beats of the Beautiful Game Brazil-inspired album, which will also soundtrack Spike Lee's short film (see below) to celebrate the start of the tournament. Fans will be encouraged to purchase the full album on iTunes with tracks for stars including Rita Ora, Timbaland and Janelle Monae.

http://www.youtube.com/watch?v=FCz5iX2iuA8

Meanwhile, Lucozade is banking on its deep-rooted ties to football to push its branded content through the clutter. Grey-created reactive social media posts will run around the opening match, a strategy, like many other World Cup advertisers, Lucozade intends to hone throughout the tournament. A print campaign will also launch as the brand channelling the bulk of its media budget away from TV.

Adidas is using the event to grab a bigger slice of online chatter from Nike after opting to hold back much of its promotional work in the weeks prior. On-the-ground stunts in Brazil and pre-prepared videos will start hitting fans from tomorrow alongside the first of six episodes from its "Soccer AM"-style YouTube show. Much of the activity will come across as "unexpected" to fans with Adidas claiming it wants to challenge peoples' pre-conceived ideas of the brand.

Nike is planning to stunt Adidas' charge with a flurry of Twitter and Facebook content highlighting its official kit supplier ties to both Brazil and their opening opponents Croatia. Brand ambassadors Neymar and Luca Modric (see below) will front videos and images pushing the brand's mantra of 'risking everything on the field" to win.

http://www.youtube.com/watch?v=G6LPh7AqWmM

Marketers are turning away from traditional channels to engage football fans this summer but Nielsen estimates £20.8m will be spent on TV advertising in the UK during the tournament. Budweiser will run ads for its "Rise as One" sponsorship drive during the opening ceremony ahead of a nationwide outdoor push from Monday that will see it cover wrap the IMAX cinema.

Virgin Media has also booked slots during the opening ceremony as part of a Manning Gottlieb OMD-planned campaign. Elsewhere, Sony will use the opportunity to push its tie-up with ITV whereby viewers are invited to share videos and photos of their "goal face' to potentially be posted on-air.

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Brands take to the field for World Cup kick off

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Sponsors and non-sponsors have made unprecedented investments around the tournament to try and capture record sales this year and their efforts will be ramped up when Brazil take the field against Croatia tonight (12 June).

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"The World Is Ours" - Aloe Blacc X David Correy (Official Music Video)

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Music video for 'The World Is Ours' Mash Up - Aloe Blacc X David Correy (C) 2013 the Coca-Cola Company, written by Rock Mafia, Aloe Blacc, IN-Q and produced by Rock Mafia.

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#WorldCup on Twitter: Love every second.

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Every four years we join together to stand apart. Make every match. Share every moment. Love every second. #WorldCup

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Scott Miiles Sam Stites Pedro Peracio Ricardo Ramos Diego Ornellas Claudia Boddy

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Join us as we immerse ourselves into the heart of Brasileiro culture and futebol. From the beaches of Rio de Janeiro to the Estadio Municipal of São Paulo, see first hand what it truly means to live, love, and play as a Brazilian.

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Suscríbete al Canal de YouTube de Gillette

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La Selección Argentina de Fútbol Ve el Video Motivacional de los Argentinos

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Limited Edition Brazil Football Team Razor | #InnerSteel Gillette

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Show your team colors on the outside with the limited edition Brazil football team razor from Gillette. Show the world what you're made of. http://www.gillette.com/pt/br/Productos/afeitadoras/fusionproglide.aspx Anxiety, loss of breath...it takes all your #InnerSteel to go through this. Steel on the inside, your team colors on the outside, show the world what you're made of.

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Uploaded by Dalerjon Gafurov on 2013-05-16.

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Fifa has launched a global TV advertising campaign for the 2014 Fifa World Cup in Brazil, which it says aims to raise awareness 'in the fight against discrimination and match manipulation'.

The animated TV campaign, which comes amid allegations of corruption over the 2022 Qatar World Cup, is called Elements and features 30-second and 15-second spots to be shown to audiences across the world by Fifa's Media Rights Licensees during the tournament in Brazil.

Fifa's Media Rights Licensees allow Fifa to show institutional and social campaign spots as part of their agreements to broadcast matches from the Fifa World Cup, and to support Fifa's development work and football across the globe.

"This huge platform gives Fifa an amazing opportunity to speak to a global audience," said Fifa director of communications and public affairs Walter De Gregorio.

"And we wanted to use this platform in the right way - to tell the world there can be no place for discrimination of any kind in football, or in society, and to raise awareness around the threat of match manipulation."

"We also felt it was crucial to let more people know about our work in football development, which is where so much of the proceeds from the Fifa World Cup go to. Few people know that Fifa invests more than half a million dollars every day in developing football everywhere, from the grassroots up."

The campaign, produced by Klein & Sons, uses stop-motion animation and features objects from the world of football such as boots, footballs, goal nets, goalkeeper gloves, corner flags and referee whistles to tell the story.

Yesterday Fifa sponsor Sony called on the governing body to open an "appropriate investigation" into the alleged bribery of officials for the 2022 Fifa World Cup.

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Fifa releases TV campaign ahead of World Cup to raise awareness of 'discrimination and match manipulation'

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Fifa has launched a global TV advertising campaign for the 2014 Fifa World Cup in Brazil, which it says aims to raise awareness 'in the fight against discrimination and match manipulation'.

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Carlsberg's 'Probably the best team talk in the world' campaign from the Fifa World Cup 2010 made the biggest lasting impression out of all World Cup ads, research from EMR has found.

The research of just under 1000 marketers found that 25 per cent ranked Carlsberg as having the most memorable ad, ahead of Nike's TV campaign (18 per cent) and Bavaria Beer's ambush stunt (17 per cent).

Simon Bassett, managing director of EMR, said: ""The World Cup will see many of the world's most recognised brands competing for the attention of a truly global audience. The mix of high drama, national pride and multi-million pound reputations makes the tournament a genuine theatre for marketing excellence. "Competition is not limited to the pitch, with a galaxy of sponsors joining the host nation in the limelight. Our findings suggest the ultimate prize awaits those brands who can best marry strategic creative concept with memorable execution."

Just four per cent voted official sponsor Budweiser's 'Bud House & Bud United' campaign as the most memorable from 2010, with Bavaria's stunt also having made more long-term impact than efforts by Pepsi, Coca-Cola (both 13 per cent) and Adidas (10 per cent).EMR's research shows marketers are divided on the subject in the build-up to the 2014 tournament: 32 per cent feel ambush marketing should be subject to tighter regulations while 33 per cent feel that regulations should be relaxed.Bassett added: "The 2010 controversy over ambush marketing showed how original thinking and opportunism can also help to make an impact. But given how challenging it is to stand out in this hugely competitive environment, it is no surprise to see opinion so evenly split about the rights and wrongs of sidestepping the rules governing big-budget sponsorship deals." More than one in four (28 per cent) marketing professionals identified Nike as the brand which benefits the most from its association with the World Cup, while 19 per cent said that Adidas gains the most.

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Carlsberg's 'team talk' ad best World Cup 2010 campaign, marketers decide, with Nike ad and Bavaria Beer's ambush stunt also ranking highly

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Carlsberg's 'Probably the best team talk in the world' campaign from the Fifa World Cup 2010 made the biggest lasting impression out of all World Cup ads, research from EMR has found. The research of just under 1000 marketers found that 25 per cent ranked Carlsberg as having the most memorable ad, ahead of Nike's TV campaign (18 per cent) and Bavaria Beer's ambush stunt (17 per cent).

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The campaign is fronted by a TV ad created by agency Creature and which uses the strapline "Make Every Moment Matter". It seeks to enter the mind's eye of football-betting fans and to "put the punter first".

William Hill said the purpose of its campaign was "to reflect its number-one position in the market" as well as getting behind the England football team "as far as they go in the tournament".

The 30-second ad will air today during England's pre-World Cup friendly match against Ecuador on ITV. The ad promotes the idea that all aspects of a match, such as corners and penalties, offer a chance to bet rather than just the final result.

A French production unit called Caviar filmed the ad in the Czech Republic city of Brno.

Two more television ads will follow; one during the World Cup and another ahead of the start of the domestic football season in August.

They will be accompanied by print and online display ads, which will run from the start of the World Cup on 12 June, as well as accompanying messages on Facebook, Twitter and YouTube.

The bookmaker said it eschewed the traditional approach to creating an ad in which an agency is given a brief and asked to come up with a creative solution.

Alex O'Shaughnessy, director of marketing for William Hill Online, said: "We worked with Creature at every stage and we had input into the creative work. We saw Creature as partners in the creation of this ad."

The ads follow the rival bookmaker Ladbrokes' repositioning through its own ad campaign by Bartle Bogle Hegarty, which seek to characterise the different kinds of punters who place bets.

When questioned about similarities between the two campaigns, O'Shaughnessy said: "Our ad focuses less on the character of the punter, but on what the punter needs."

Ladbrokes' ad has attracted complaints to the Advertising Standards Authority about glamorising gambling, but O'Shaughnessy said William Hill was not concerned that it would attract negative publicity for the same reasons.

O'Shaughnessy said: "We are a FTSE 100 business with a keen eye on corporate social responsibility and we adhere to every possible guideline on responsible gambling, whether from the ASA or other bodies.

"We are absolutely sure the ads contain everything needed to promote the responsible gambling message."
This article was first published on campaignlive.co.uk

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William Hill repositions ahead of World Cup

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The campaign is fronted by a TV ad created by agency Creature and which uses the strapline "Make Every Moment Matter". It seeks to enter the mind's eye of football-betting fans and to "put the punter first".

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Silly stuff. It matters: campaign featured personalised videos, #DancePonyDance and #SingItKitty ads

The company introduced WAG 'pods' into half of its 345 retail stores on Friday to play off the upcoming World Cup in Brazil, but after a series of social media complaints Three removed the zones yesterday afternoon.

Appalled at the blatant sexism of @ThreeUK's 'WAG zones' & stereotyping of women. Also offended by their awful grammar.
- SOPHIE (@soph_lamb) June 2, 2014

The WAG pods contained 'female-friendly' devices and the activity was supported by a point of sale guide that gets issued to retail staff.

A Three spokesman said: "We were trying to have a bit of fun with the football but we got it wrong. We've removed this from our stores and we are sorry if we caused any offence".

Three's WAG Zones come as it runs a "silly stuff. It matters" ad campaign that sees it run irreverent marketing activity, including an off-the-wall video featuring its chief executive Dave Dyson.

The WAG gimmick was designed to tie in to this month's World Cup in Brazil and is a reference to the England football team, which became embroiled in a controversy over the WAGs at the 2006 World Cup in Germany.

The 2006 World Cup was labelled a circus by Rio Ferdinand after England manager Sven Goran Eriksson allowed Victoria Beckham, Cheryl Cole and other partners to join the team in Baden-Baden, where they were training ahead of their Word Cup matches.

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Three removes 'sexist' WAG zones from its stores after World Cup gimmick backfires

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The company introduced WAG 'pods' into half of its 345 retail stores on Friday to play off the upcoming World Cup in Brazil, but after a series of social media complaints Three removed the zones yesterday afternoon. Appalled at the blatant sexism of @ThreeUK's 'WAG zones' & stereotyping of women.

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Keith Huckfield Additional Camera Work Warren Badenski Diego Armando Maradona

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Fed up with football? West End World Cup

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Fed up with football already? The talent's not just on the pitch this summer as the stars of London's West End share their football skills with TheatrePeople.com! We've great offers on top shows across performances during the World Cup, so if you're fed up with football already, catch a show instead.

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All-Time Greats | Cristiano Ronaldo and Pelé | Emirates Football

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Who is the greatest footballer of all time? Join two football greats, Pelé and Cristiano Ronaldo as they connect with fans in the Emirates A380 Onboard Lounge. Everyone has a favourite player, and in our new video fans meet theirs as they fly Emirates.

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Pringles has created a giant lucky football boot from 1,500 Pringles cans to bring luck to the England team, after learning that Brits are a superstitious lot.

The 5.3 metres long, 1.8 metres wide, 1.9 metres high structure weighs 490kgs - taking a team of designers, sculptors and engineers 278 hours of manpower to build, and includes 1,500 cans of Pringles.

This comes following a study by Pringles which discovered that 50 per cent of Brits insist on sitting in the same 'lucky seat' to watch each match, while 45 per cent will only drink from a 'lucky' pint glass.

Gavin Bowyer, marketing manager, Pringles said: "The idea of creating the ultimate supersized talisman was to bring our players luck and influence their performance this summer. The lucky boot has toured England to get football supporters match ready and send positivity and luck to the players in a bid for them to bring home the cup."

The boot was blessed by the Rev. Mark Townsend outside Wembley Stadium ahead of the England team's warm up clash against Peru today,

The Reverend said: "With more than 13 years' experience performing special ceremonies, the world's largest football boot is certainly the quirkiest thing I have ever been asked to bless! I hope that through the flow of expectant wishes and positive thinking we will bring the England football team luck ahead of kick-off in Brazil."

Following the England match, the boot will be placed at the National Football Museum in Manchester from 2 June.

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Pringles looks to give superstitious Brits the boot ahead of World Cup

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Pringles has created a giant lucky football boot from 1,500 Pringles cans to bring luck to the England team, after learning that Brits are a superstitious lot. The 5.3 metres long, 1.8 metres wide, 1.9 metres high structure weighs 490kgs - taking a team of designers, sculptors and engineers 278 hours of manpower to build, and includes 1,500 cans of Pringles.

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The ad campaign, created by Leo Burnett and called 'Love Or Hate Football', includes two TV ads. The spot targeting football fans has a voiceover by Ricky Tomlinson, while the ad for football haters is voiced by David Walliams.

Both ads promote Freeview's high-definition offering, which will be available to 70 per cent of the UK by the time the Wimbledon tennis championship begins at the end of the month.

Freeview has also launched two interactive living rooms on its website, where people can enter competitions and look through Freeview's guide to the 2014 FIFA World Cup Brazil. There is also an online film promoting the benefits of HD.

Leo Burnett's Laura Clark and Elliott Starr created the ad campaign. Noah Harris directed the spot through BlinkInk, while MPC did the post production and Angell Sound was responsible for the audio.

Owen Jenkinson, the head of marketing at Freeview, said: "We know football fans are excited about the World Cup, but we also know that many of our viewers have no interest in the game at all.

"So this campaign is all about reminding all our viewers just how much choice there is to watch on Freeview. Whatever your passion, you can experience it in high definition on up to ten HD channels."

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The ad campaign, created by Leo Burnett and called 'Love Or Hate Football', includes two TV ads. The spot targeting football fans has a voiceover by Ricky Tomlinson, while the ad for football haters is voiced by David Walliams. Both ads promote Freeview's high-definition offering, which will be available to 70 per cent of the UK by the time the Wimbledon tennis championship begins at the end of the month.

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View our latest Home Nations football TV advert -- 'Stand Together', featuring current members of the England Football Squad, football fans and Vauxhall staff from the Vauxhall Ellesmere Port production facility in Merseyside, the UK home of the Vauxhall Astra. Follow @VauxhallEngland #StandTogether and visit www.vauxhallfootball.co.uk for all the latest England football news and competitions.

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Shakira - La La La (Brazil 2014) ft. Carlinhos Brown

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McDonald's GOL! -- App demo FIFA World Cup 2014

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Check out McDonald's GOL! app demo and then visit gol.mcd.com to download the app, or search McDonald's GOL! in the Google Play or App Store. GET THE APP, GET THE FRIES, PLAY FOR GLORY SUBSCRIBE: http://bit.ly/XSyXBU To play the full game just grab the app and a box of limited edition FIFA World Cup™ McDonald's Fries.

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Olá! Here we've got everything from Feijoada's and brigadeiros to the irresistible rocambole (that's a roll cake, if you were wondering). These Brazilian dishes will have your taste buds off on an imaginary journey to Rio de Janeiro, and just in time for the 2014 FIFA World Cup too! 

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#CarlsbergFanSquad: The Eternal Optimist Carlsberg TV advert

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As the Official Beer of the England team, Carlsberg have brought a few celebrity faces of the Carlsberg Fan Squad together in The Eternal Optimist, the perfect footie pub. Jeff Stelling's the landlord with his finger on the button, Paddy McGuinness is pouring the pints, and Ian Wright's the fan calling the shots.

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Budweiser is set for an out-of-home (OOH) wrap takeover of the Odeon BFI Imax next month as part of its World Cup, Rise as One campaign.

The global campaign, which saw the new Celebrate as One TV campaign (see below) go live on Saturday, will include the cinema takeover from the week commencing 16 June, The Drum has learned.

Alongside this, Budweiser, the official beer brand of the World Cup, will screen the England v Uruguay game to competition winners and invited guests.

Jennifer Anton, marketing manager, Budweiser & Becks at Anheuser-Busch also told The Drum that the brand will also take station dominations across England, including Oxford Circus Five Ways, some escalators in Bank, a domination in Clapham and Manchester stations and activity in stations in Birmingham and Leeds.

Budweiser is also running its Rise as One activity in bars across the UK, including a new Gold bottle and has recently partnered with Vice to create videos telling footballers' stories of inspiration around the world.

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Budweiser set for OOH takeover of Odeon Imax as part of Rise as One World Cup campaign activation

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Budweiser is set for an out-of-home (OOH) wrap takeover of the Odeon BFI Imax next month as part of its World Cup, Rise as One campaign. The global campaign, which saw the new Celebrate as One TV campaign (see below) go live on Saturday, will include the cinema takeover from the week commencing 16 June, The Drum has learned.

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Nike: leads the World Cup sharing chart

The data, colated by Unruly, reveals Nike, Samsung and Castrol led the competition with a combined 3.2 million shares.

Coca-Cola, the first affiliated brand to appear in the listing, accounted for 2.5 times fewer shares than Castrol, that sits in third place.

Heading into the competition, Nike is the undisputed champion with almost 1.3 million shares.

The lion's share of Nike's social success comes from the video below, starring Christiano Ronaldo, Neymar Jr. and Wayne Rooney.

Fifa, organiser of the World Cup, is in tenth place having managed to drive only 47,245 shares.

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Infographic: Nike and Samsung lead World Cup of video shares

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The data, colated by Unruly, reveals Nike, Samsung and Castrol led the competition with a combined 3.2 million shares. Coca-Cola, the first affiliated brand to appear in the listing, accounted for 2.5 times fewer shares than Castrol, that sits in third place. Heading into the competition, Nike is the undisputed champion with almost 1.3 million shares.

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Ibra $ Ronaldo $ Ronaldinho & Other Stars

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McDonald's GOL! FIFA World Cup - Brasil 2014 | McDonald's

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Check out the McDonald's GOL! trickshots! Want to score yourself? Download our free app http://gol.mcd.com GET THE APP, GET THE FRIES, PLAY FOR GLORY SUBSCRIBE: http://bit.ly/XSyXBU In honor of the FIFA World Cup™, we've searched the globe for the most talented trick shot heroes. And now you can show us what you've got.

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LISTERINE ® Power Mouth Challenge Singapore

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Comercial Listerine da Copa do Mundo FIFA

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Johnson & Johnson | Official Healthcare Sponsor

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LISTERINE® | Official Sponsor of 2014 FIFA World Cup Brazil™

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Join LISTERINE® in advocating the complete oral hygiene during this upcoming FIFA World Cup™! So don't just brush! Discover the Power of LISTERINE® LISTERINE® bringing Power To Your Mouth! For more information, visit us on: https://www.facebook.com/ListerineMalaysia

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Stephen Hawking advises England footballers to 'welly it' in Paddy Power viral

The legendary theoretical physicist breaks down the statistics and reveals that the key to penalty-taking success is to "give it some welly".

Hawking also details the ideal conditions for English footballers (including 3pm kick-off times and sympathetic European referees) before revealing that he will be putting his money on Brazil to win this summer.

Here's a look at Hawking's formula for the perfect penalty: #HawkingTalking pic.twitter.com/nthPaTtzPy
- Paddy Power (@paddypower) May 28, 2014

Brand: Paddy Power

Client: Harry Dromey, 'mischief champion' at Paddy Power

Agency: Taylor Herring

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Stephen Hawking advises England footballers to 'welly it' in Paddy Power viral

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The legendary theoretical physicist breaks down the statistics and reveals that the key to penalty-taking success is to "give it some welly". Hawking also details the ideal conditions for English footballers (including 3pm kick-off times and sympathetic European referees) before revealing that he will be putting his money on Brazil to win this summer.

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Unilever has launched a £2m marketing push for new Pot Noodle flavour Brazilian BBQ Steak.

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Volvic have released a new flavour- touch of coco-pinapple, inspred by Brazil- look out for ads!

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Pringles has launched its 2014 'Pringoooals' campaign with an EMEA wide on-pack promotion to celebrate this summer's football.

The campaign, created by ATOM Marketing, sees Pringles activate a brand alliance with sportswear giant Umbro to create a limited edition football shirt designed exclusively for Pringles consumers. Consumers can choose from two colours (red & white or white & black) and claim a free shirt with the purchase of two cans of Pringles.

The promotion features on millions of promotional cans across 27 countries in Europe and will be supported with a new global TV campaign running for six week throughout May and June.

The Pringles campaign by ATOM comes hot on the heels of its work with Müller, the UK's leading yogurt manufacturer, launching a new on-pack promotion in partnership with Bauer Media's weekly football magazine, MATCH!

The promotion, which offers kids in the UK and the Republic of Ireland a free copy of MATCH! magazine with every promotional pack of Kids Corner Football Champions, runs until 5th August.

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Pringles launches 'Free Umbro Football Shirt' promotion

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Pringles has launched its 2014 'Pringoooals' campaign with an EMEA wide on-pack promotion to celebrate this summer's football. The campaign, created by ATOM Marketing, sees Pringles activate a brand alliance with sportswear giant Umbro to create a limited edition football shirt designed exclusively for Pringles consumers.

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Today marks a special day for football fans across the world with the launch of the Panini Online Sticker Album for the 2014 FIFA World Cup™ - hosted on FIFA.com thanks to the support of Presenting Partner, Coca-Cola. Supporters can now collect and trade virtual stickers of the players and teams who will be taking centre stage at FIFA's showpiece event in June and July.

Following a highly successful launch through the FIFA.com platform in 2010, the 2014 edition of the virtual album will give users the opportunity to collect 11 players from each of the 32 participating teams as well as an additional 40 non-player stickers including the official mascot, official match ball the FIFA World Cup Trophy and federation logos. Those who manage to complete their entire Panini 2014 FIFA World Cup Brazil™ Online Sticker Album before 31 August 2014 will also go into a random prize draw to win one of 50 main prizes or 200 runner-up prizes.

FIFA Marketing Director Thierry Weil said; "The launch of the Panini FIFA World Cup Sticker Album is always a highlight event in the lead-up to the FIFA World Cup and I am pleased that we are able to provide this experience to fans virtually through FIFA.com. In 2010, over 1.4 million users registered for the South African edition of the virtual album, with a third of those managing to complete their entire collection, and I have no doubt the 2014 edition will engage even more collectors across the world."

This year, fans will enjoy an enhanced online experience including a swap area, collector's groups and even the chance to get their name on the Panini 2014 FIFA World Cup™ Brazil Online Sticker Album Hall of Fame. For the first time the Panini Online Sticker album will be available as a smart phone and tablet App for both IOS and Android.

In order to maximise their collecting potential, users will have the chance to access additional stickers through bonus packs and promotional codes that can be found in newsletters and on social media networks for FIFA, Coca-Cola and Panini as well as on limited edition Coca-Cola bottles ( Coca-Cola bottles *only be available in certain countries). Additional virtual packets can also be obtained by finding codes printed on the back of the special glitter stickers within the real Panini packets which are now on sale at retail outlets.*

To start your Brazil 2014 virtual album, please visit www.fifa.com/stickeralbum and be sure to register for the FIFA.com Club to participate.

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2018 FIFA World Cup Russia™ - News - FIFA.com launches Panini 2014 FIFA World Cup Brazil™ Online Sticker Album - FIFA.com

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Today marks a special day for football fans across the world with the launch of the Panini Online Sticker Album for the 2014 FIFA World Cup™ - hosted on FIFA.com thanks to the support of Presenting Partner, Coca-Cola.

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Pepsi has created an interactive vending machine that rewards fleet-footed fans with drinks in exchange for football tricks as part of its World Cup marketing campaign.

http://www.youtube.com/watch?v=oq1LrFtnQVI?list=PLzSvIjRPHF-0nGNhDUVoMJg9lBv5Gd0VS

The #FutbolNow drinks dispenser uses motion-sensor technology to track the flicks and tricks (see above) of fans hoping for a free Pepsi. Players must keep a virtual ball in the air for 30-seconds as they progress through a series of skill challenges. Bonus time can be earned, while advanced players can push for "Half of Fame" status in each location.

Challenges are issued by virtual versions of the brand's star-studded football squad, which includes Netherlands striker Robin van Persie, Brazilian David Luiz and Argentina's Lionel Messi.

Pepsi has experimented with interactive vending machines in the past, previously launching one that allowed shoppers to buy drinks for their friends remotely via Facebook in the UK.

The vending machine promotion is the latest from Pepsi's World Cup marketing that began in January. The company has tapped a host of international music stars such as Timbaland and Rita Ora to create 11 tracks for its "Pepsi Beats of the Beautiful Game" album. Short films (see below), directed by filmmakers including Spike Lee and Idris Elba, back each song. The album's debut track "Heroes", by Janelle Monae, can be heard over its latest TV advert.

Diageo is pulling regional marketing teams from emerging markets to streamline operations by introducing global initiatives as part of a £200m efficiency drive.

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Pepsi vending machine rewards football skills with free drinks

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Pepsi has created an interactive vending machine that rewards fleet-footed fans with drinks in exchange for football tricks as part of its World Cup marketing campaign. http://www.youtube.com/watch?v=oq1LrFtnQVI?list=PLzSvIjRPHF-0nGNhDUVoMJg9lBv5Gd0VS The #FutbolNow drinks dispenser uses motion-sensor technology to track the flicks and tricks (see above) of fans hoping for a free Pepsi.

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Coca-Cola is issuing a universal invitation to the 2014 FIFA World Cup through its largest-ever marketing campaign, launching today with the release of a series of authentic, documentary-style films championing the power of football to bring people together.

"Football is the world's most played and loved sport. All you need is a few mates and a ball, and you've got a game... you don't need fancy equipment or a stadium," explains Guy Duncan, global creative director, Coke Trademark. "Brasil is one of the most exciting and vibrant countries on earth. And Coca-Cola is the world's most-loved beverage brand. The 'World's Cup' campaign celebrates the coming together of these ingredients and invites everyone, everywhere, to play a part in the 2014 FIFA World Cup."

The program's centerpiece is a 2-minute film titled "One World, One Game," which brings to life the stories of four football teams -- from Otsuchi, Japan; Eastern Europe, the Amazon; and Ramallah, Palestine -- who have overcome unique challenges through their love of the game. The stories show how -- even in times of tension and hardship -- football can unite people from all corners of the globe, regardless of background, religion, gender or race. For some, their beloved sport gives them the strength to continue in the face of a disaster. For others, it provides a simple source of joy. In every case, the sport brings a community closer together.

In the film, Coca-Cola surprises each team with a once-in-a-lifetime invitation to Rio de Janeiro to see preparations for the 2014 FIFA World Cup. The teams will return to Brazil on June 16 to carry the national team flags onto the pitch during the Germany vs. Portugal match.

Duncan said the unscripted stories provide the ultimate expression of "The World's Cup" concept. "If we want everyone to be invited, what better way than to invite players and fans who are facing hardships most of us would find unimaginable?" he said.

All of the teams were genuinely surprised by the invitations. "They thought they were being filmed for a Coke documentary," Duncan explained. "They had no idea they'd be invited to Brazil. In Palestine, the girls thought the invite was part of a script and that they had to act out the scene. We had to tell them later that they were actually going to Rio."

Football players in Otsuchi, Japan, many of whom are still living in mobile homes following the 2011 tsunami, receive a surprise invite to the 2014 FIFA World Cup in Brasil. The team is one of four featured in a Coca-Cola film titled 'One World, One Game.'

Coca-Cola is committed to leaving a lasting legacy for the players featured in the films. The company refurbished the Palestinian team's club house; provided the Japanese team with new football equipment; supplied the team in the Amazon with a power generator; and contributed funds to help the Eastern European team build a new roof for its players' building. "We're giving them an amazing experience, but also giving back to their communities by providing them with tools and resources needed to pursue their shared passion -- football," Duncan said.
A series of supporting films takes a deeper look at each team. "After reviewing the footage we captured during 22 days of shooting in five locations, we knew we had some beautiful stories about togetherness, overcoming adversity, and using football as a source of social good," Duncan said. "Each story deserved its own film."

In addition to "One World, One Game," Coke today unveiled a handful of short films that put a FIFA World Cup spin on the popular "Where Will Happiness Strike Next?" platform. The films were shot during the 90-country, 92,000-mile FIFA World Cup Trophy Tour, which kicked off in September and concludes in June. Each shares the story of fans who are using the game to triumph over adversity and inspire others to do the same -- from a blind team in Brasil, to a group of grannies in South Africa. At each film's climax, Coca-Cola surprises the protagonists with a special viewing of the FIFA World Cup Trophy.

Created with Wieden + Kennedy Sao Paulo, "The World's Cup" aims to deliver the most accessible and inclusive FIFA World Cup ever through a multi-dimensional program that invites everyone to join the action. Underpinning the campaign is the longest-ever FIFA World Cup Trophy Tour by Coca-Cola , which gives fans the chance to experience football's most cherished prize.

to post their "soccer selfies" and find out where their images will appear on the Happiness Flag. The Happiness Flag ,meanwhile, gives fans the chance to be part of the largest photomosaic ever created. Constructed from hundreds of thousands of photos and tweets submitted by fans from around the world, The Happiness Flag will be unveiled on the pitch before the opening match of the 2014 FIFA World Cup on June 12. Images will be arranged into a design created in collaboration with Speto, the Brazilian street artist responsible for the campaign's visual identity. Fans can visit http://www.happinessflag.com

Fans can also listen to and share Coke's official 2014 FIFA World Cup anthemperformed by David Correy featuring Brazilian street band Monobloco. Correy has traveled the world championing the song and performing at select stops along the FIFA World Cup Trophy Tour route. He's also done his part to make it a truly global anthem by collaborating with local artists to record nearly 20 duet versions in multiple languages and musical styles, with more on the way.

"We've created a tapestry of emotional content and interactive experiences laddering up to 'The World's Cup' creative idea -- from these films, to the Trophy Tour, to the anthem, to The Happiness Flag," Duncan concludes. "And through this very deliberate, universal invitation, we're weaving our brand values throughout the narrative -- so we're not just celebrating football, but also Coke's connection to the sport and the people who love it."

Watch the Films from 'The World's Cup' Campaign

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Everyone's Invited: Global Coca-Cola Campaign Celebrates Inclusive Power of 2014 FIFA World Cup

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Coca-Cola is issuing a universal invitation to the 2014 FIFA World Cup through its largest-ever marketing campaign, launching today with the release of a series of authentic, documentary-style films championing the power of football to bring people together. "Football is the world's most played and loved sport.

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The Anomaly-created campaign is being spearheaded by a TV campaign next month (24 March) that the brewer claims will be viewed by 43 million people in the UK in the build up to and during the June tournament.

The "rise as one" line in the ad intends to "celebrate the moments that unite and inspire fans of the beautiful game".

The TV and supporting outdoor and print activity are shot in black and white. The brewer hopes the stark visual style of the campaign will give it cut through over the more "visual" and "vibrant" efforts of its fellow sponsors.

Additionally, the ads will champion a limited edition World Cup-themed bottle, along with a competition to win tickets to this summer's tournament.

Jennifer Anton, marketing manager at Budweiser UK, told Marketing Week digital will play a "big role" in expanding the campaign the closer it gets to the event.

She adds: "What we're trying to do from a marketing perspective is really connect with consumers all around the world in this moment of celebration. Our TV and out-of-home creative is unified and will be used around the world. We have focused a lot on how we activate our TV commercials in-game. to make sure that we are advertising in a lot of the matches."

Online activity will be driven from a site the brewer will use to aggregate content from Facebook, Twitter and YouTube. A branded series, set to broadcast from Brazil during the event, will also be published on the site.

A mobile app will support the digital drive allowing users to locate the nearest bar showing matches and serving Budweiser. The brewer also revealed it is "currently looking at opportunities" to use its Bar Pass mobile click-and-collect app at specific branded bars during the World Cup but said details were not yet finalised.

Budweiser declined to give further details on its wider digital mix but said it had a plan in place to capitalise on what it predicts will be "the biggest social conversation ever".

On-trade and off-trade promotions will support the main ad campaign including new pack formats, beer pumps and a Crystal Maze-style experiential game where players have to catch prizes in a container of floating balls.

The burst of activity sees the brewer move into the main part of its sponsorship campaign after running limited activity in the weeks following the draw in December.

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Budweiser unveils global World Cup campaign

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The Anomaly-created campaign is being spearheaded by a TV campaign next month (24 March) that the brewer claims will be viewed by 43 million people in the UK in the build up to and during the June tournament. The "rise as one" line in the ad intends to "celebrate the moments that unite and inspire fans of the beautiful game".

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Coca-Cola has begun its Brazil 2014 World Cup marketing campaign, with the aim of placing the pictures of one million football fans on a flag which will be unveiled before the opening game of this year's tournament.

'The World's Cup' campaign, will aim to tell the story of fans from all around the world as they prepare to watch the tournament, and highlight the power that football has to unite, according to Coca-Cola's global group director of digital strategy and content, Neil Bedwell.

Speaking to The Drum, Bedwell relayed the strategy behind the creation of The World's Cup, which he explained has been devised to tell different stories than those of other brands associated with the tournament. "We are telling a story about the world and giving everybody a little connection to Brazil. We have to prove this is The World's Cup though. we can't just say it. This World Cup is for everybody," he stated.

The official World Cup trophy has already begun to tour the world, with countries such as Qatar, Napal and the earthquake zone of Japan all on the schedule, as the brand aims to surprise new communities who have never had the opportunity to see it, with stories being filmed along the way and released online in the coming months.

The first story has already run on YouTube, featuring members of the Brazilian blind football team being allowed to touch the official trophy, an honour usually reserved only for FIFA dignitaries and former winners of the trophy. "You are going to start to see a number of stories come out about the trophy appearing in the strangest places and reaching some of the most unlikely places and being seen and touched by people you wouldn't expect to usually get the chance to do that," Bedwell explained.

The centrepiece of the build-up activity for Coca-Cola will be 'The Happiness Flag', being designed by Brazilian street artist Speto, who has also designed the brand's packaging for the tournament, baring the pictures of one million fans, which will set the Guinness World Record for the world's largest mosaic, should it be achieved. by tweeting their photo using a country specific hash tag, through Facebook or through Coca-Cola's website with entries having already begun to be accepted. "This is about fans getting something very real out of this," Bedwell stated. "If you can't be in Brazil, if you can't be in the stadium, we can give you a moment where you are on the pitch by sharing a picture with us through Facebook or Twitter."He continued: "We are doing a lot of storytelling - like the Brazilian blind footballers, and then we are telling stories about fans from all over the world, almost every day on social media. We have a social news room and a creative analytics team that are charged with sharing these stories so that a fan in Germany gets to see what a fan in Japan looks like, thinks like and that's what the World's Cup is about- uniting fans and showing people using simple and ubiquitous technology to show fans that they are part of a much bigger thing than just supporting their club. They are part of a three billion-strong army of football fans and for those four weeks in June and July, everyone is doing the same thing."The relaying of those stories will feature during the tournament as well. "In some countries it is 10 guys huddled around a small TV screen. In other countries it's people listening to the radio, but they are all doing the same thing. It's going to be quite something before that first ball is kicked. As that flag is opening just before the game, it is going to be the culmination of so much work and so many stories all coming together for that moment and we want to celebrate that moment. We want to give everyone a digital memento that they were on the pitch before the opening game of what is going to be the world's greatest social event as well as the world's greatest sporting event." Another platform that Coca-Cola has turned to in order to tell the fan's story has been on Tumblr, having launched its branded page just last week."Tumblr is the place where we will tell the story. It's so beautifully visual. It will tell the journey to Brazil and every day we will try and push a new photo or new short video clip that shows another symbol of the World's Cup, whether it is fans with the trophy, a fan submitted photo for the flag, content around some of the characters of the films we are making. All of that, stitched together day after day counting down to the flag," explains Bedwell who describes the plan as "probably the most integrated" that the company has ever had. "We are very proud of the numbers of countries that are involved. Football means the same to people all over the globe so we need to make sure that we give all of the countries enough flexibility to make it their own. [The activity] is not just about translation, it is about cultural changes so that it does really reflect how people celebrate in their country. They are all coming together to cheer on the games, but how they celebrate, there are cultural nuances to that and we need to allow that to happen. That's one of the great things about having one million photos - you start to dive into them and it's fascinating to see all the similarities and the differences around the people."The World Cup Trophy is currently touring the UK this weekend, with events taking place in London, Cardiff and Glasgow over the next three days.

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This is The World's Cup: Coca-Cola digital chief Neil Bedwell discusses World Cup plans to put one million fans on the opening game pitch

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Coca-Cola has begun its Brazil 2014 World Cup marketing campaign, with the aim of placing the pictures of one million football fans on a flag which will be unveiled before the opening game of this year's tournament.

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The rivalry between Nike and Adidas continues to fascinate, and there's a huge contrast between the two companies' approach in their most recent pieces of World Cup-related advertising. Whereas Nike's effort is bristling with the brashness we've come to expect from the brand, Adidas's new film has a quiet intensity which manages to suggest they possess more gravitas than their most significant competitor.

Creative Agency: BBH Sport

Creative Director: Ewan Paterson

Creative: George Hackforth-Jones / Jack Smedley

TV Producer: James Southward

Film Production: A+ / Academy Films

Director: Niall O'Brien

Producer: Dom Thomas

Photography: Mátyás Erdély

Production Manager: Tabetha Glass-Jackman

Editor: Simon Hargood @ The Assembly Rooms

VFX: Electric Theatre Collective

Sound Design: Miles Kempton @ Grand Central

Ad of the Day is brought to you in association with David Reviews.

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The rivalry between Nike and Adidas continues to fascinate, and there's a huge contrast between the two companies' approach in their most recent pieces of World Cup-related advertising. Whereas Nike's effort is bristling with the brashness we've come to expect from the brand, Adidas's new film has a quiet intensity which manages to suggest they possess more gravitas than their most significant competitor.

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Rather than pick a favourite we thought we'd show you all three versions of Currys PC World's brilliant new campaign about men with ulterior motives from AMV BBDO.

First up we have a man who's decided his wife deserves to see all her favourite gardening shows on the best TV money can buy.

Up next is a devoted husband and father who wants a nice big telly for all those 'penguin documentaries' coming up.

And lastly a kind gent who has treated his other half to a nice romantic meal to raise the prospect of buying a new curved screen TV, a thought which only popped into his head when watching "that Pride and Sensibility with the boys".

Nothing to do with next month's World Cup at all then lads?

Creative Agency: Abbott Mead Vickers BBDO

Creative: Zac Ellis / Richard Littler

TV Producer: Trish Russell

Film Production: Outsider

Director: James Rouse

Producer: Benji Howell

Post Production: Finish

Sound Design: Factory Sound

Ad of the Day is brought to you in association with David Reviews.

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Ad of the Day: Currys PC World - World Cup

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Rather than pick a favourite we thought we'd show you all three versions of Currys PC World's brilliant new campaign about men with ulterior motives from AMV BBDO. First up we have a man who's decided his wife deserves to see all her favourite gardening shows on the best TV money can buy.

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Sony is launching its own social network dedicated to the World Cup as part of its global sponsorship of the tournament.

'One Stadium Live' aims to unite fans' passion for football by curating social media content from around the world into the most popular, relevant and recent football topics.

Available on mobile, tablet and desktop and created with global digital marketing agency Isobar, One Stadium Live forms the centrepiece of Sony's 2014 Fifa World Cup sponsorship activity, allowing fans to instantly see and join conversations about the tournament.

Live, in-depth performance statistics for each team and player will also be available through the platform boosting supporters' expertise of their own team and enabling them to dive into insights about the opposition. During the game the platform will also act as a second scree experience with 'Match Live' delivering a real-time, filtered stream of what fans around the globe are saying about a particular game.

One Stadium Live automatically populates with content drawn from Twitter, Facebook and Google+ and is accessible to English, Portuguese, French, German, Spanish and Japanese speakers using conversation tracking to analyse limitless words in six languages.

Text analytics company Luminoso has worked in partnership with Isobar to develop the technology which supports the platform and uses 'Natural Language Processing' to group fans with similar passions from across continents creating an instant football fan community.

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Sony supports sponsorship of Fifa World Cup with social network dedicated to the tournament

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Sony is launching its own social network dedicated to the World Cup as part of its global sponsorship of the tournament. 'One Stadium Live' aims to unite fans' passion for football by curating social media content from around the world into the most popular, relevant and recent football topics.

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Coral is taking a man, usually hidden behind a microphone, and putting him front and centre of its World Cup advertising campaign - 'Coral. Proud sponsors of Brazil.'

But before you get too excited the tongue-in-cheek campaign sees the bookmaker sponsoring former international footballer Alan Brazil's TalkSport radio breakfast show.

Usually seen but not heard, Brazil's fate will change over the duration of the tournament as fans logging on to Coral's World Cup microsite will be able to watch video previews by Brazil on all aspects of the World Cup as well as his predictions for the major matches.

Brazil said: "Not only are Coral 'Proud Sponsors of Brazil', come 9 June they'll be sponsors of Brazil in Brazil as I broadcast all the gossip, rumours and up to the minute news live from the tournament. Anyone who listens to my show will know I'm not short of an opinion so I'm hoping to spark a bit of lively debate and predict a few winners."

Coral PR director, Simon Clare, added: "Alan Brazil has a huge following amongst football fans across Britain although many of his younger listeners will not know that Alan has experienced World Cup football first hand when he played for Scotland in Spain 1982. He will bring this previous experience, and his extensive knowledge of modern-day football, to life in a series of daily blogs and TV interviews in his own inimitable, no-nonsense style available exclusively on the Coral news-site throughout the World Cup."

Coral is also offering customers 'Money back if either Brazil or Argentina win the World Cup' following Roy Hodgson's unveiling of the final England squad yesterday. The deal is available from today until 12 June when the tournament kicks off and is available to all online, mobile and telephone account customers for up to £25 of the win part of the win and each-way bets.

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Coral becomes 'Proud sponsors of Brazil' with tongue-in-cheek World Cup campaign

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Coral is taking a man, usually hidden behind a microphone, and putting him front and centre of its World Cup advertising campaign - 'Coral. Proud sponsors of Brazil.' But before you get too excited the tongue-in-cheek campaign sees the bookmaker sponsoring former international footballer Alan Brazil's TalkSport radio breakfast show.

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They don't even say 'World Cup' yo