This brand will give away TVs every time there's a VAR review in the World Cup final
Free TVs if you spot a referee playing charades
Jul 12, 2018
Any viewer of the 2018 World Cup now knows what's meant by a referee drawing a square TV screen shape in the air with their hands. No, it doesn't mean they're playing charades -- it's a VAR review.
It's the first major international tournament where FIFA has allowed referee access to the "Video Assistant Referee," which relies on instant video replay technology. The sight of referees signalling a review with their hands has been a common one (and it's kind of exciting too --usually gearing up for a penalty, free kick some kind of argument on the pitch.)
Israeli TV company Azrieli is jumping on this for a promotional campaign: during the World Cup final on Sunday, every time there's a VAR review it will give away widescreen TVs to the first five viewers to send a text.
The campaign, by Leo Burnett Israel, is intended to drive traffic to the brand's e-commerce site. Eagle-eyed viewers had better be hoping for lots of fouls between France and Croatia.