Castrol Football

markettier4dc were enlisted by Hill & Knowlton to help leverage Castrol’s sponsorship of the 2010 FIFA World Cup. Assets available included brand ambassadors Alan Shearer and Ronald Koeman, team and individual performance data from the Castrol Index and Rankings, as well as footage from previous world cups licensed by FIFA and appearing on


Live interactive WebTV Shows were produced, giving football fans the chance to put their questions to Shearer and Koeman, as well as view a selection of greatest World Cup moments and the latest Castrol Rankings data. We also streamed an exclusive show via a bespoke application built for the Castrol Football fan page and set up separate video interviews with The Sun Online, Telegraph TV and ESPN.


  • Hundreds of questions entered in advance of the live streams, from Europe, Africa, Australia, USA and Asia
  • Multiple sites including Metro, Shortlist, Express, Eurosport and Soccernet, streamed the generic WebTV Show
  • Fans of the Castrol Football facebook page rose from 12,690 to over 15,000 in fortnight around the live WebTV Show
  • Total coverage secured on sites with combined unique user figures of over 60 million