The Tartan Army completely changed the way I look at the World Cup.

The Tartan Army completely changed the way I look at the World Cup.

Their singing. Their dancing. Their marches through the streets. The pubs. The stadiums. The pure joy they bring everywhere they go.

Then it hit me.

This wasn’t just great content.

It was a perfect marketing funnel.

Awareness: Their videos took over my feed.

Consideration: I became just as interested in the fans, traditions, and atmosphere as the matches themselves.

Conversion: Today, I’m heading to my first-ever World Cup match.

No ad convinced me to go.

The fans did.

They created so much excitement and FOMO that I had to experience it for myself.

The best marketing doesn’t tell people to buy.

It creates an experience so compelling they can’t imagine missing it.

That’s how awareness becomes consideration… and consideration becomes conversion.