A groundbreaking research project by integrated agency Space is being carried out to assess the level of brand interaction at the World Cup. The study has implications for live events in terms of reflecting the effectiveness of sporting event sponsorship, the innovative technology being used to report back the findings, and in showing the power of experiential marketing.

The project involves James Ralley, the agency’s senior account manager, delivering podcasts direct from the tournament, with filming, editing and transmission all carried out using only his mobile phone – the first time that this has been done. He is part way through visiting 13 German towns and cities, studying the impact of branding at the tournament, and will be reporting on fans’ interaction with it. His podcasts are being uploaded simultaneously to Space’s website (www.agencyspace.co.uk) and iTunes.

“The technology means that I can spot something, film it with a live voiceover, edit it and add a further voiceover and captions or other images as necessary, then upload it immediately,” Ralley explained, who has been uploading on a daily basis.

Such immediacy and high level of live content makes the research truly experiential and has the potential to significantly increase the power of Ralley’s research.

Myooch.com, the podcasting development company, has made the trip technologically possible by creating software that enables the first ever video and audio podcast direct from a mobile phone. The software is held directly on the mobile phone, rather than being internet-based. Commenting on the innovation, Myooch.com creative director David Sloly said: “People increasingly want to share information. They can now create podcasts or videocasts on their mobile phones and share that content with the world easily and quickly without any knowledge of computers. Demonstrating our technology for the first time from the terraces of the World Cup makes perfect sense.”

The software will be made available for free public use, downloadable from www.myooch.com, on 4 July.

Ralley concluded: “Despite the inevitable comments about my spending three weeks at the World Cup, with match tickets, this is a serious business project. People should remember that seeing the World Cup is no big deal for me because, as a long-time supporter of West Bromwich Albion, I am quite accustomed to watching the very best that football has to offer."