Non-sponsors are restricted from mentioning the World Cup or associating it with their brand. In addition, many of our key target markets in Europe had restrictions about what you could show on TV. Key elements of the film such as religious rituals, and food and alcohol rituals would have been banned in certain markets. This made the content provocative and maybe even controversial.

The Game Before The Game 5 minute film was launched on YouTube. People were driven to the content through a combination of rich media and online PR advertising. Through our social channels we shared the stories behind each ritual and directed people to the film.

$50 Million in PR value

26 million+ views on YouTube

1,502,265,009 global impressions

33% growth in YouTube subscribers

130% growth in online headphone sales