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Continental Initiative Squawka

Continental give away World Cup final tickets in social media comp

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By John Glenday, Reporter

June 11, 2014 | 2 min read

Continental tyres have partnered with Initiative UK to launch a new social media competition to win one of five all-inclusive tickets to the World Cup final in Brazil.The initiative will see fans invited to guess answers to tweeted teasers such as ‘How many passes will Rooney make in the first half’, or ‘How many shots on target will Ronaldo make?’, to be in with a chance of winning.These will be matched against real-time data supplied by Squawka during key matches to engage with football fans as they follow the game online. Each task will take the form of a digital display ads and promoted tweets and live data visualisations from ongoing games.Linking through to a Continental-branded landing page on Squawka the campaign will target media channels such as The Guardian, Independent and SkySports.

Ben Walton, head of digital, Initiative UK, said, “We know that football fans talk about football online, particularly on Twitter, and this will no doubt be at its highest during the world cup. The partnership with Squawka allows us to put Continental at the heart of these conversations. By using real time data from Squawka we can provide football fans with interesting and relevant stats that can help fuel the football conversation, allowing Continental to bring to life their world cup sponsorship.”Peter Robb, marketing communications manager, Continental Tyres, said: “I’m thrilled that we are activating a campaign which is markedly different from the traditional approach to sponsorship support. 2014 is a big year for Continental as a sponsor of the FIFA World Cup and we think the #Contipredicts engagement mechanic will offer our brand a good deal of stand-out at this pivotal time and also give the fans a chance to win an unforgettable prize.”The competition will kick-off with the World Cup opener on 12 June when Brazil take on Croatia and two of England’s group games, against Italy and Uruguay, will also be covered.
Continental Initiative Squawka

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