The World Cup is now in full swing in Qatar, and while the vibe seems a bit different this time around, the World Cup at the core is an experience that unifies nations! Its about viewing the game with your family or with friends. Essentially, the World Cup right now is a trending topic.
Why are we not seeing a lot of brands curating World Cup specific content? Is it because of the destination (Qatar) that brands are not intentionally doing World Cup content? Perhaps this then brings back the question on how should brands show up on trending topics as there will always be something trending and topical.
My view is that, if it works for your brand, then do it - as long as there is strategic relevance to the manner in which you do it. This requires a clearly articulated strategy on how you show up on these topical subjects.
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