The campaign, which was created by Billington Cartmell, offers a free bet to customers who wager more than £5 on the eventual winner of the tournament via the William Hill 'World Cup Quickslip.'
Marketing support for the brand includes in-store POS featuring football players such as Wayne Rooney, Pirlo and Kaka. It features the line: 'Best prices, fact.'
William Hill is also using the draw to highlight its in-store TV channel, which launched in October. During the draw presenters will communicate the changes in the odds for teams in the tournament.
David Cooper, William Hill football marketing manager, said: "The day of the World Cup draw is always full of anticipation and excitement.
"William Hill will be adding to the fun with expert opinion via our new in-shop live TV service and we'll have the best prices. Our customers can get their World Cup bets on early safe in the knowledge they're getting the best information and great value"
In October, over a press campaign offering £100-worth of free bets to consumers who open a telephone account.
The ASA found the ads were misleading as William Hill did not state that it would deduct the stakes from any wins that used the free cash.
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