Continental Tire is celebrated the start of the North American soccer season through stories of those who make the game all that it is via campaign called ‘Celebrating Soccer’.
Continental Tire, the official tire of the MLS, of all 22 clubs and of USA Soccer, is taking a multichannel approach with brand integrations across TV broadcast, digital, video, content, in-stadium exposure and on-site activation at key MLS events.
Hubbed around a microsite at www.celebratingsoccer.com, this year’s work opened well ahead of the new season with a generalist spot in January called ‘Ode To Soccer (It’s Your Club)’ that emphasised how clubs and team colours are part of the fabric of who a fan is.
This was followed with a further phases of work debuting around the 2018 season kick-off that featured US men’s national team star, Seattle Sounders forward and Continental ambassador Clint Dempsey which not only marked the player’s birthday,
Happy Birthday, @clint_dempsey! @SoundersFC #MLS pic.twitter.com/kwEkP927La
— Continental Tire (@continentaltire) March 9, 2018
but included a 30-second ‘Celebrating Soccer’ spot.
This spot was supported by a longer version of the film called ‘From Nagocdoches To The World Cup (and back again)’.
The creative was amplified across the brand’s other social channels too.
The tire brand’s multi-faceted activation celebrating the return of MLS,
#MLSisBack – today is 2018 opening day! #MLS pic.twitter.com/MxDLsPF6ZJ
— Continental Tire (@continentaltire) March 3, 2018
It isn’t only limited creative built around Clint’s story, but spans others stories of those making the game all that it is.
For example, another March film focuses on Nicole Hack who ‘found a family in soccer, and is helping others do the same’.
All the content drives viewers to the microsite as www.celebratingsoccer.com.
Comment:
This season’s creative follows on from Contential’s previous Dempsey -led work such as ‘The Journey’.
and this year’s activation continues where last season’s activation left off.
Continental Tire’s 2017 MLS activation was spearheaded by two new TV spots featuring soccer legend Alexi Lalas called ‘Uninterrupted’,
and ’Supporters’,
These spots aim to reflect the passion that Continental and the fans share for the beautiful game and rolled out during MLS’s 2017 season Opening Weekend.
Other work leveraging the 2017 season included a tie-up with The Original Winger,
.@ContinentalTire Welcomes rookies to @MLS with the advice of veterans. Check out the video on TOW #MLSisBack https://t.co/4A5TsxnDma pic.twitter.com/3ZTbBkPf3K
— The Original Winger (@OriginalWinger) March 2, 2017
that saw a 10-part video series focusing on players and what they do off the pitch that included ‘Predictions’,
and ‘Welcome to MLS’,
It was back in March 2017 that Continental Tire extended its partnership as the official tire of MLS in the United States and Canada and its role as an official partner and the official tire of US Soccer.
That deal also saw Continental become the official tire partners of all 22 MLS clubs.
“Continental Tire is proud to extend our relationship with MLS and U.S. Soccer,” said Travis Roffler, director of marketing for Continental Tire, at the time the deal was signed.
“The enthusiasm for soccer in the U.S. continues to grow and we’re excited to be a part it. Our partnership has produced exceptional results so far and we look forward to continuing our commitment to the great sport of soccer and the loyal fans by helping to enhance the fans experience across multiple platforms in innovative ways.”
Links:
Continental Tire
http://www.continentaltire.com/
https://www.youtube.com/user/continentaltire
https://twitter.com/continentaltire
https://www.facebook.com/continentaltire
https://www.instagram.com/continental_tire/
MLS
