Case Study/ ESPN FC The underground campaign that scored big ESPN FCThe Goal The World Cup is the most widely viewed and followed sporting event in the world. The 2014 event, held in Brazil, was an eagerly anticipated event with major sponsorship from some of the largest organizations on the planet, including Adidas, Coca-Cola and VISA. Teams – and fans – from all corners of the earth travelled to the country. The world’s spotlight was on Brazil. ESPN FC wanted to capitalize on the mountains of excitement, enjoyment and enthusiasm from people all over the planet to hear about the matches taking place in Brazil. ESPN FC’s main goal over the period of the World Cup was to increase awareness of ESPN FC and to drive football fans to www.espnfc.co.uk for the latest news, scores and team

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