Yahoo Polishes Up for World Cup

Yahoo has launched a content and marketing initiative including microsites, mobile experiences, online games and search tools to bring World Cup coverage for users around the world.

Riding on the World Cup fever, Yahoo has developed a dedicated page for the tournament, new shortcuts in the search results page with information such as photos, videos and news, a customizable toolbar with real-time scores and an online penalty kick competition.

Yahoo will also launch a mobile site covering the tournament in 40 markets and will be accessible across more than 4,500 types of mobile devices.

David Ko, senior vice president of audience, mobile and local for Yahoo, said the World Cup evokes more passion than any other sporting event in existence and Yahoo is engaging fans around the world.

Elisa Steele, executive vice president and chief marketing officer, added that Yahoo’s coverage of the World Cup offers opportunities for advertising and marketing partners from co-branding to online advertising at the national and international levels.

“Our program is not just about compelling content and amazing experiences that only Yahoo can offer to our users, but also about the very best integrated marketing in today’s digital age,” Steele said.

“In this case, we are able to offer global scale with quality editorial and fun offline activities and coverage for fans in cities from Berlin to Seoul.”

In Hong Kong, Yahoo will host a goal-shooting competition at Harbour City from this Friday to mid-June.

Yahoo Hong Kong will also set up a World Cup discussion forum featuring comments from sports experts, local soccer players and celebrities.

Marketing Magazine Asia

See also: “Nike Kicks Off World Cup Push on Facebook”

Publish date: May 25, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT