We are used to big brands with big budgets making a beeline for huge sporting events like the World Cup to push their products into the viewer’s conscious during half time; this year, however, the broadcasters will have a battle on their hands to keep the viewer riveted on the game on their channel. This is because brands are taking advantage of multi-screen watching to provide match related content through specially made platforms, including social media.

The days of gathering around the telly for the big match are over. According to advertising company Comigo, 63% of viewers are planning to watch World Cup match highlights on a computer, with 23% watching on a smartphone and 25% on a tablet.

World Cup sponsor Adidas has honed its multi-screen marketing techniques after successfully using YouTube, Facebook and Twitter during the Champions League. Adidas are watching closely how content is shared, and are using games to their advantage. For example, rather than showing a winning goal over and over again, they can create some in depth information about the boot that scored the goal.

Budweiser, also a World Cup sponsor, is utilising multi-screen watching as well. Marketing Manager Jennifer Anton, said: “Facebook and Twitter are going to play a big role in how we activate around the World Cup. That’s not to say they weren’t in 2010 (during the last tournament) but we’re going to be using all the insights we have learnt during this time to connect with consumers around what we feel is going to be the biggest social media conversation ever.”