The aim is to drive traffic to an Emirates mobile site specifically created for the draw.
Emirates is using the site, which features a click-to-call button, to promote its range of World Cup packages. The campaign was created by Phonevalley.
Media agency Starcom bought 100% of the media inventory for both Sky Sports Mobile and the Sky News and Sky Sports News iPhone applications.
Other brands running tactical campaigns around the draw include Carlsberg and William Hill. William Hill is offering a free bet to customers who wager more than £5 on the eventual winner of the tournament.
Carlsberg, which is the official beer of the England team, .
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