The Signum, a premium large-sized car based on the Vectra, is not launched until the summer but the car is the key message in the online sponsorship, which runs from this week until the end of the tournament in South Africa on March 23.
Banner ads featuring the message "World Cup Cricket in association with
Signum" appear on the site at .
There is also a reference to the fact that Vauxhall celebrates its centenary in 2003, and a link to the of the Vauxhall website.
It is the first time Vauxhall has chosen online activity to begin the launch of a new car, prior to all other media channels.
Sky Sports are predicting up to half-a-million unique visitors to its World Cup site during the tournament.
Paul Fitzpatrick, Vauxhall's car line communications manager, said: "Signum's target audience is ABC1 men aged 30 to 50 who are big consumers of online media, and the World Cup fits this profile perfectly. We are using the tie-up primarily to raise awareness of the vehicle, with a predicted audience of 500,000, and also to achieve data-capture via online registration to an e-newsletter, prior to a full on- and offline communications campaign."
The creative was produced by TBWA\GGT Direct and implemented by Initiative Media.
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