This study of the 2010 FIFA World Cup™ will be relevant for all researchers and marketers interested in gaining new insights on audience and consumer engagement. The paper illustrates the use of a new research approach to measure the effects of the 2010 FIFA World Cup™ via three multi-media screens; TV, internet and mobile devices. Key questions are explored. What is the level of audience engagement across TV, internet and mobile devices? How can massive events like this change behaviors? What is the impact of sponsorship dollars during and after the tournament? This study conveys the benefits gained through the convergence of multiple modes of data collection and analysis and draws out the challenges with respect to media measurement in an era of mobility.