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Castrol becomes first brand to use Mindshare’s The Loop to drive real-time World Cup content

World Cup sponsor Castrol has become the first brand to use Mindshare’s decision-making engine, The Loop, to drive its real-time content activations and to get a deeper understanding of competitors’ share of voice across social media.

Activated for the tournament this year, Castrol has specifically used 'Blab', a social listening platform that is able to predict future conversations through understanding what people are talking about in real time.

The lubrication brand has also harnessed the tool to explore how other organisations have activated campaigns around the World Cup in a bid to further understand its own involvement in major sporting events.

Additional data feeds from Unruly Media have given Castrol real-time, market specific views of how different competitors’ share of voice fluctuates based on the sharing of video content in social media.

“The Loop provides clients and agencies with a space to focus on turning insights into action. From fixed marketing to adaptive marketing,” said Marco Rimini, CEO Mindshare Worldwide Central Team. “We’re delighted to be working with Castrol to help maximize their role in the World Cup.”

Mindshare has deployed The Loop in over 25 markets around the world, with operational rooms already being used in the US, India and Singapore with clients including Jaguar.

The Castrol activation has been ongoing throughout the World Cup with deeper analysis including in-match monitoring and activation planned for the semi-final on 8 July.

Ahead of the World Cup, Castrol’s global sponsorship manager Paul Goodmaker, told The Drum he had seen a “big change” on the impact real-time marketing has had.

“It has an obvious importance for a sports event. I do think that’s one of the big changes and certainly it’s something we’ll look to do, particularly on Twitter we feel that’s probably the best platform for us to engage with people in real-time, as goals are scored. It’s competitive out there with lots of brands trying to own different elements of the tournament.”

Castrol’s motorsport/footballing mashup ad, Footkhana, became the most shared World Cup ad of all time according to stats recently collected by Unruly.

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