Google’s World Cup brand campaign isn’t just another marketing bet on live sports’ biggest carnival. It’s also a tell.
The tech giant is currently running a brand campaign throughout the tournament featuring Spain’s Lamine Yamal, former U.S. men’s goalie Tim Howard and the voice of Fox commentator and former Sweden star Zlatan Ibrahimovic. It’s running on linear television, YouTube and paid social channels.
According to Rebecca Michael, vp of marketing for Google Search and Maps, it’s intended to remind users that, after the integration of LLM Gemini into features like AI Mode and Overviews, users can use Google for more than merely search.
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