For every match of the 2018 Football World Cup, The Economist had an advertisement that linked the outcome of the game to topical content on their website. Whatever the result turned out to be, The Economist released an ad within seconds of the final whistle, providing their ‘Deeper Commentary’ on the issues relevant to each and every participating country.
In the lead-up to the 2018 British general election, The Economist gave away free copies of their magazine, dedicated to informing the public on topical election issues. On election day, they followed this with out-of-home advertising that reflected live election results. At London’s Kings Cross Station, each ad was designed to coincide with train departures to key swing electorates, showing real time, actual results for each destination.