I Went to a World Cup Match. The Longest Line Wasn’t for the Game |
I Went to a World Cup Match. The Longest Line Wasn’t for the Game
A free bead bracelet at a World Cup activation is drawing crowds. The brand behind it offers a smart marketing playbook.
EXPERT OPINION BY TEMILOLA AGBEDE
Illustration: Inc; Photos: Courtesy Bank of America; Adobe Stock
The first time I noticed it, I couldn’t figure out what it was for.
I was at the FIFA Fan Fest in Dallas, and a line of fans in jerseys from more than a dozen countries stretched out like a runway. All waiting for something I assumed had to be major, maybe tickets to an event I........