Castrol has announced its global digital and PR campaign to leverage its sponsorship of the 2010 FIFA World Cup.
The campaign will demonstrate Castrol’s sponsorship proposition of delivering insights into winning performances and will centre on the Castrol Index, Castrol’s system for rating football players that was first developed by Castrol at the UEFA European Championships in 2008.
Castrol states that it has used the same expertise they apply to the development of their oils to create the Castrol Index – "using objective analysis and highly advanced technology to measure every pass, every tackle and every move to rate the performances of players so they can be compared and the top performers can be identified".
The Castrol Index will run across the 2010 FIFA World Cup and it hopes to fuel the debate around the best performing players in the tournament around the world.
To launch the campaign in late May, Castrol will run the Castrol Index over every FIFA World Cup tournament since 1966 and use this exclusive data to identify who have been the top performing players from past tournaments. By analysing this data, Castrol will then release the Castrol Index Greatest FIFA World Cup XI, which it claims will be "the world’s greatest formation of players, past and present".
During the tournament it will release Castrol Index scores to the Fifa.com website immediately after each match and produce regular Castrol Index FIFA World Cup stage round-ups.
It will also be running the Castrol Predictor launched in December 2009 at the 2010 FIFA World Cup draw – which uses past team and player performance data to calculate which nations have the best chance of success at the 2010 FIFA World Cup. While it currently shows that Brazil is the team most likely to win, the Castrol Predictor will be updated throughout the 2010 FIFA World Cup™ on castrolfootball.com, so fans can see the impact of each and every match result on their team’s chances.
The Castrol Index and Castrol Predictor will both be available on a new Castrol App' that will provide fans with data and insight around the 2010 FIFA World Cup. The app will launch in May.
Mike Johnson, senior VP, Castrol said, "Our global activation campaign will play a significant part in maximising our sponsorship of the 2010 FIFA World Cup and will run across all our markets, complimenting local activation plans. We’re thrilled to re-introduce the Castrol Index for the 2010 FIFA World Cup as we continue to provide unique insight into winning performance to add value for fans across the globe. The FIFA World Cup is the pinnacle of the football calendar and as an official sponsor for 2010 we're looking forward to what we're sure will be a fantastic tournament."
Castrol’s 2010 FIFA World Cup campaign will run across Castrolfootball.com, through its global online partnerships with ESPN and Goal.com and through media partnerships across territories. The campaign will also run through social media sites including Twitter, Facebook and YouTube where fans can interact directly with the Castrol Performance Analysts behind the data.
