Castrol is the latest brand to leap onto the Web 2.0 bandwagon, with plans to launch a website for the Euro 2008 soccerball tournament in April this year.
OgilvyOne is creating the site, and apparently giving it a Web 2.0 sheen which will let fans upload their own "user generated content" and create their own "personalised football blogs".
The latter sounds a bit confusing, as I'm not sure if it means they can write their own blogs, or set up personalised blogs with content from the site itself. And it's too early to say what the UGC will be – you'd hope that video will be fairly high in the mix, ideally with a mobile element letting fans upload their clips via a shortcode or something.
Castrol has commissioned the website because it's one of the official sponsors of Euro 2008, along with the likes of Carlsberg, Coca-Cola, JVC, Hyundai-Kia, MasterCard, McDonald's and Adidas. It could be a battle royal for the prize of Best Website if they all launch similar sites, along with UEFA itself.
(via Brand Republic)