Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)

Every year millions of Americans fill out March Madness brackets and very, very few get them right. So Pepsi chose to leverage the 2024 college hoops tournament by seeing whether AI could do a better job…..Allen Iverson that is. This integrated, bracket led campaign both pokes fun at the lengths people go to in order… Continue reading Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)

NFL’s ‘Born To Play’ Leverages Super Bowl LVIII To Champion Inclusivity & IPP

On 11 February, the NFL debuted its own Super Bowl LVIII campaign called ‘Born To Play‘ which was developed as ‘a powerful ode to the diverse and inclusive spirit of the international game of football’. The two-minute Big Game commercial, which was teased online ahead of the game and then debuted in full on air… Continue reading NFL’s ‘Born To Play’ Leverages Super Bowl LVIII To Champion Inclusivity & IPP

World Surf League Promotes Finals With Candy Crush ‘Soda Surf Cup’ Tournament

The World Surf League (WSL), the global professional surfing governing body and tour, promoted its Rip Curl Finals within the game Candy Crush through a limited-time in-game tournament called the ‘Soda Surf Cup’.   Launched at the start of September, the WSL timed the gaming tie around its ‘Rip Curl WSL Finals’ pro surfing event… Continue reading World Surf League Promotes Finals With Candy Crush ‘Soda Surf Cup’ Tournament

Stores Become Pokemon Go Game Stop Gyms In Foot Locker, Puma & Niantic Capsule Collection Collaboration

Foot Locker (and its Champ Sports subs-brand), Niantic and Puma have teamed up for a November initiative to turn 400 retail locations – including the Puma NYC flagship store – into Pokémon GO Gyms and PokéStops to promote a new capsule collection spanning shoes, jackets, sweatpants, t-shirts, hoodies and accessories spearheaded by a range of… Continue reading Stores Become Pokemon Go Game Stop Gyms In Foot Locker, Puma & Niantic Capsule Collection Collaboration

‘Chatham Plays On’ Community Focused Campaign Honours Historic Black Team In MLB The Show 22 For OLG & MLB

Major League Baseball teamed up with MLB The Show 22 and Canada’s OLG (Ontario Lottery and Gaming Corporation) to honour an historic Ontario baseball team from 1934 in an in-game initiative called ‘Chatham Plays On’.   To bring to life OLG’s commitment to Ontario communities in an authentic and tangible way, the innovative digital, in-game… Continue reading ‘Chatham Plays On’ Community Focused Campaign Honours Historic Black Team In MLB The Show 22 For OLG & MLB

Apple TV+ & EA Tie-Up Sees Ted Lasso & AFC Richmond Become Playable In-Game In FIFA 23

Apple TV+ linked with games giant Electronic Arts to promote Season 3 of its soccer comedy drama Ted Lasso by bringing the programme’s fictional characters into the world of FIFA 23: meaning Lasso and his AFC Richmond team will be playable in the new version of the world’s most popular football game.   In the… Continue reading Apple TV+ & EA Tie-Up Sees Ted Lasso & AFC Richmond Become Playable In-Game In FIFA 23

DraftKings Releases A ‘Love Love’ Fragrance Based On The Smell Of New Tennis Balls For The US Open

‘Love Love’ is an exclusive, limited-edition fragrance from DraftKings which is based on the smell of new tennis balls and leverages the 2022 US Open.   Developed in partnership with VaynerMedia, the product-based marketing stunt – the first from the digital sports, entertainment and gaming company – leverages the 2022 US Open by offering a… Continue reading DraftKings Releases A ‘Love Love’ Fragrance Based On The Smell Of New Tennis Balls For The US Open

Panini Crowns The Swaps GOAT In Premier League 22/23 Adrenalyn XL Card Campaign

Panini launched its official Premier League 22/23 Adrenalyn XL trading cards collection through an integrated campaign spanning TV and digital which sought to capture the thrill of card swapping to build and improve a collection and acquire the very best football cards   Created by agency Dark Horses, the campaign launched in Mid-August (timed to… Continue reading Panini Crowns The Swaps GOAT In Premier League 22/23 Adrenalyn XL Card Campaign

Relationships Tested In ESPN’s Humorous ‘Only In Fantasy’ Football Spot Series

US sports broadcasting behemoth ESPN rolled out a summer ‘Only In Fantasy’ campaign featuring sledging and smack talk to promote its ESPN Fantasy Football platform through creative which tests relationships as well as sports knowledge.   The live action campaign, which was developed in harness with agency Butler, Shine, Stern & Partners (BSSP), highlights the inherent… Continue reading Relationships Tested In ESPN’s Humorous ‘Only In Fantasy’ Football Spot Series

SkyBet Promotes ‘Start of Season Hub’ & Drives App Downloads Via Integrated Campaign & Online Debates

SkyBet, the UK media brand’s gaming offshoot, began to build buzz and excitement ahead of the 2022/23 football season by tapping into the hopes and dreams of football fans across the UK with the launch campaign promoting its ‘Start of Season Hub’ on its website and on its app.   The new hub offers supporters… Continue reading SkyBet Promotes ‘Start of Season Hub’ & Drives App Downloads Via Integrated Campaign & Online Debates

TAB NZ & Chemistry Ask Irish Rugby Team To ‘Consider The Odds’ For All Blacks Test Tour

A cheeky, integrated rugby union themed campaign from TAB NZ features a set of helpfully intimidating facts and figures to ensure that the IRFU team is fully aware of its losing history of games against the All Blacks in New Zealand.   The idea is to make sure the visiting Irish side, a team full… Continue reading TAB NZ & Chemistry Ask Irish Rugby Team To ‘Consider The Odds’ For All Blacks Test Tour

Real Madrid Stars Launch ‘Call Of Duty Warzone – Operation Monarch’ Ahead Of UCL Final

A trio of players from UEFA Champions League finalists Real Madrid teamed up with games-maker Activation Blizzard and content production company 433 in one strand of the launch campaign for ‘Call of Duty: Warzone – Operation Monarch’.   Eduardo Camavinga, Frederico Valverde and Vinicius Jr went after Godzilla and Kong when they took part in a challenge within ‘Operation… Continue reading Real Madrid Stars Launch ‘Call Of Duty Warzone – Operation Monarch’ Ahead Of UCL Final