Canadian Broadcasting Corporation

World Cup Bracket

CBC was looking to leverage their broadcast rights to the 2010 World Cup with a program that would engage viewers online throughout the tournament. The World Cup Bracket was designed in two stages to mimic the tournament format. Using a Pick 'Em contest design, contestants selected the winners of each game for the group stage, earning points for each correct prediction. Contestants were then re-engaged for the knock-out stage or the tournament which incorporated a Bracket picking format where contestants picked each round. CBC brought Dove on board as the promotion sponsor, providing them with millions of brand impressions across multiple media from broadcasts to online.