Castrol Activ uses Google Lightbox to engage football fans

Leveraging Castrol’s global sponsorship of the 2014 FIFA World Cup, Castrol launched the Castrol Activ Cling on to Football campaign to enhance the football fan’s experience of the ongoing tournament. The campaign kicked off with a football Google Hangout in India the panel of which included Abhishek Bachchan, Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor.
The campaign conceptualized and executed by digital marketing agency FoxyMoron will now introduce an innovative ‘LIVE Talk Show’ with an expert panel coming to an Indian audience for the first time via digital platforms during the World Cup.
Castrol Activ is the first brand in Asia to use the Lightbox Technology.
The Lightbox Technique allows for the ‘Cling on to Football’ LIVE digital talk show streamed on a Google+ Hangout, to be showcased across Google Display Networks. Users browsing numerous websites can observe these sporting experts in real-time in a ‘king-size canvas’ by simply rolling their mouse over a ‘Cling on to Football’ banner.
The Lightbox Technique provides every browser and fan an effortless experience with the campaign like never before.
Commenting on the initiative, Harshil Karia, Co-founder, FoxyMoron said, ‘This is a unique opportunity for Castrol Activ to reach out to and engage with new audiences through a rich and interactive format. Over the years, the brand on digital has delivered fan-friendly exciting experiences to all, using their expertise in technology and unique consumer and market insights.’
Soma Ghosh, Vice President – Marketing, Castrol India said, “The Google Lightbox technology is an important part of our digital strategy during the ‘Castrol Activ Cling on to Football’ campaign. It will enable us to deliver the most fan-friendly exciting football experience. This technology will take the hangout directly to fans, rather than have the fans go and view the hangout.”