⚽ Football Attention Index: Live Analysis ⚽
Explore the live data behind football’s biggest global tournament.
Explore live data
Explore the live data behind football’s biggest global tournament.
Football aside, the World Cup represents a live test of relevance, reputation, and influence.
Watch this session as Brandwatch experts are joined by VisitScotland’s Senior Social Media & Influencer Manager, Lesley McIvor, to discuss how the Tartan Army became one of the tournament’s biggest off-pitch stories. Discover how VisitScotland used social listening to identify emerging narratives, engage with audience-led conversations, and turn a cultural moment into lasting marketing impact.
Along the way, our experts unpack the key trends, brands, and moments that shaped the tournament online, and reveal what marketers can learn about capturing attention and building relevance during global cultural moments.
“We weren’t trying to manufacture the story. We let the audience lead.”
— Lesley McIvor, Senior Social Media & Influencer Manager, VisitScotland
Senior Social Media & Influencer Manager, Marketing
Insights Strategy Team Lead
Senior Social Media Executive
Content Marketing Manager
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