To celebrate a new MLS tie-up that sits at the heart of its fresh US soccer sponsorship strategy, Johnson & Johnson (J&J) has launched a family-focused football campaign led >>
Bullies, Haters & Trolls > Sponsors & Sports Brands Take On The Twitter Critics
Tackling the pervasive negativity polluting so much social media – from Twitter feeds to website comment threads – is a huge challenge for the Internet. Indeed, Twitter CEO Dick Costolo is well aware that trolling is a major issue for the platform and has even told employees that he’s embarrassed for the company’s failures and would soon be taking stronger action to eliminate trolls. Interestingly it is also now being tackled head on by sponsors (eg Dove’s ‘Speak Beautiful’ at The Oscars), ambushers (eg Coca-Cola’s ‘Go Make It Happy’ at the NFL’s Super Bowl) and sportswear brands (eg Adidas ‘There Will Be Haters’). These are three very different campaigns, but they all share the same second screen tactic and the same goal: to take-on the Twitter trolls and web haters and to unite and inspire fans, supporters, viewers, consumers and the brands themselves to become a collective force for positivity.
Mar 23, 2015
Mar 18, 2015
As the new Major League Soccer season kicks off, the League rolls out a new campaign called ’20 & Counting’ to celebrate both its 20th season and the debut >>
Mar 17, 2015
Audi, along with other major global brands such as Heineken, seems to believe that the Brazil 2014 World Cup was the tipping point for North American football/soccer and is >>