Brands, publishers reap rewards as mobile traffic skyrockets during World Cup

Posted: July 6, 2010 in Advertising & Marketing, Gaming/Entertainment, Mobile, Social Media & Networking, Sports & Entertainment, Technology

Brands, publishers reap  rewards as mobile traffic
Adidas, one of the official sponsors of the 2010 FIFA World Cup, has turned to mobile advertising

The biggest brands in the world are taking advantage of the huge surge in mobile traffic driven by soccer fanatics seeking coverage of the 2010 FIFA World Cup in South Africa.

Across all digital platforms—online, mobile, social media, fantasy, games and digital audio—ESPN is dedicating a full month of 24/7 news, analysis, commentary and interactivity around the world’s biggest sporting event. ESPN sold out its entire mobile inventory before the first World Cup match had even been played, with brands such as Anheuser-Busch, adidas, Sony, EA, Cisco, Hyundai and AT&T targeting soccer fans across ESPN’s mobile Web site, applications, SMS alerts and mobile television.

“You can’t overstate how big of an event the World Cup is on a global basis, and ESPN set this as a priority last June—it’s been a real focus of the company along with mobile,” said John Zehr, senior vice president and general manager of mobile at ESPN, Bristol, CT.

(get the rest of the story)

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