To mark the start of the World Cup, Reach, Tesco Whoosh and EssenceMediaCom have partnered for an exclusive cover wrap and 4-page insert, which includes a classic wall chart to help fans celebrate the tournament.
The campaign uses folding paper art to let readers create a mini football pitch along with goals. The Mirror’s senior sports writer Harry Brent shows the folding in action in the video below.
The World Cup activity will run across all of Reach’s national and regional daily titles including the Mirror, Express and Daily Star. It also includes digital display with a splash today, 11 June, across 49 apps.
Following the hero campaign on World Cup launch day, digital activity from Tesco will run for the rest of the tournament.
Maria Purcell, interim CRO, said: “Off the back of our successful Lunar New Year campaign with Tesco, which also made the most of folding paper art, this time we’re having a little fun to mark the World Cup.
“The campaign brings together the best of print and digital for our Tesco Whoosh partnership and lets everyone in on some friendly competition during a time when every football fan is eager to join in with a wall chart.”
