From the blog

Studio Stew – World Cup Edition

June 28, 2018 in Creative Roundup

Studio Stew is a round-up of all things creative. A mixing pot of recent magic from the worlds of design and marketing to digital and PPC. #StudioStew

McDonald’s “hungry moments”

Fast food giant McDonald’s has partnered with Google to drive McDelivery orders during World Cup games.

Media agency OMD Hong Kong has worked with McDonald’s and Google to harness Real-Time Trigger technology and a data management platform (DMP), which anticipates when fans will become hungry during matches. They are then served adverts to entice them to place orders.

The “hungry moments” were calculated using insights which suggest that fans get hungry when they are excited. Selected moments include the beginning, half time, end of a game… or whenever a goal is scored.

 

Bitmoji virtual kits

Adidas and Nike have teamed up with Bitmoji to create virtual World Cup kits. Football fans and Bitmoji users have the option to wear the shirt of their chosen nation via Snapchat in Stickers and 3D Bitmoji AR lenses, Google Chrome and Gmail extensions, Gboard for Android and Bitmoji keyboard for iOS.

Bitmoji

Virtually augmented stadium ads

The Football Association (FA) and ITV have tested a new technology that enables regional advertisers to virtually augment themselves over in-stadium perimeter ads during broadcasts.

During England’s warm up game against Costa Rica, the perimeter adverts were UK-specific. However, Virtual Replacement Technology delivered augmented regional ads to those watching the match being broadcast in the Americas, Asia, Australasia and parts of Europe.

Virtual adverts

Good old-fashioned collectables

Beer brand Budweiser is getting some fairly heavy exposure at the FIFA World Cup this year as the official Man of the Match sponsor.

The brand has also gone back to basics, releasing a collection of good old-fashioned limited-edition bottles in China.

Created by design agency Jones Knowles Ritchie Shanghai, the bottles are available across 200,000 touch points in 25 cities in China.

Budweiser

Burger King Russia campaign axed

A World Cup themed social media campaign by Burger King Russia has been pulled following backlash.

The campaign said it would reward women who were impregnated by football stars with free Whoppers… and some cash.

The brand posted an image of a pregnant woman on social media and offered up a lifetime’s supply of free Whoppers plus 3 million Russian rubles (almost £36,000) if they could prove that they had been impregnated by a player competing in the World Cup.

People weren’t happy. The campaign was pulled from social media and an apology from Burger King swiftly followed.

Nobody likes the Adidas font

Adidas Font

The official font used on Adidas’ World Cup jerseys is causing a bit of a scene. Its squared letters and numbers are inspired by Soviet imagery, but the sharp 90-degree strokes are playing havoc with legibility issues.

As always, frustrations are being vented on social media…

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