Pepsi’s tactical approach to the Super Bowl isn’t one formed around a single day, single event, but rather a season-long activation that starts back in August and continues after the Big Game itself. Pepsi doesn’t wait for halftime and builds up activation through the season: starting with digital and social slow burn, before amping… Continue reading Pepsi Super Bowl Strategy Blends Pre-Game Web Films & An Enhanced Ground Game With Halftime Show, In-Game TV Surprise, Snapchat Live Story, A Twitter Promoted Moment, Custom Emoji Etc
Tag: In Stadium
Calgary Hitmen Fans Break ‘Teddy Bear Toss’ Record In Festive Local Kids Cause
Activative’s favourite festive sports marketing event – hockey’s annual Teddy Bear Toss – broke all records this year The treasured holiday tradition in many North American minor league and junior hockey markets, saw two of the event’s most enthusiastic participants – The Calgary Hitmen (of Western Hockey League) and The Hershey Bears (of the… Continue reading Calgary Hitmen Fans Break ‘Teddy Bear Toss’ Record In Festive Local Kids Cause
Benfica Sponsor Emirates Gives Fans An On-Pitch, Pre-Game Spoof Safety Show
Benfica shirt sponsor Emirates activated its new rights with a pre-game, on-pitch live stewardess stunt based around a fun take on an airline safety video. As 65,000 Benfica fans in the Estádio da Luz eagerly awaited the Lisbon derby kick off against rivals Sporting Lisbon, eight Emirates cabin crew assembled in the centre circle… Continue reading Benfica Sponsor Emirates Gives Fans An On-Pitch, Pre-Game Spoof Safety Show
Integrated Waitrose ECB Work Blends Ashes Elite & The Grassroots Game
In addition to its standard rights package as primary sponsor of the England team – which includes rights to advertise at international cricket grounds, team image rights, ticketing, hospitality and access to England players for commercial and marketing purposes – Waitrose is running an integrated 2015 leverage campaign celebrating food and cricket which blends some… Continue reading Integrated Waitrose ECB Work Blends Ashes Elite & The Grassroots Game
NHL & GoPro’s #MyPlayoffsMoment Drives Fan-Film Playoff Stories
The National Hockey League (NHL) has linked with partner GoPro to invite fans to share their own 2015 Stanley Cup Playoffs videos for a social and digital campaign called ‘My Playoff Moments’. Across its own social media and digital channels, the NHL is encouraging hockey lovers around the world to submit their personal playoff… Continue reading NHL & GoPro’s #MyPlayoffsMoment Drives Fan-Film Playoff Stories
Crowd Particpation Drives Tui’s ICC World Cup $1m One-Handed Catch Competition
New Zealand beer Tui is activating its ongoing Black Caps partnership and new ICC relationship at the World Cup 2015 with a $1m (NZ) fan prize for anyone in the crowd who makes a clean one-handed catch from a six hit beyond the boundary during the tournament. Launched in the days leading up to… Continue reading Crowd Particpation Drives Tui’s ICC World Cup $1m One-Handed Catch Competition
Man Utd’s ‘Paint The Plane’ Aeroflot Art Challenge
November saw nine Manchester United stars challenged to paint an Aeroflot plane on canvas in a promotional campaign revolving around a customer competition to win the signed artworks and generate awareness of the airline’s flight promotions. The campaign is led by an online video revolving around a three-minute challenge at Old Trafford where the… Continue reading Man Utd’s ‘Paint The Plane’ Aeroflot Art Challenge
BoA & Ortiz Thank Veterans At MLB World Series Game 1
The World Series Community Initiative for Game 1 of this year’s Fall Classic was dedicated to veterans & military families and revolved around the ‘Welcome Back Veterans’ initiative and events were spearheaded by the culmination of Bank of America’s ‘Express Your Thanks’ campaign. In addition to the associated on-field pregame ceremony and a set… Continue reading BoA & Ortiz Thank Veterans At MLB World Series Game 1
NFL Soup Sponsor Chunky’s Real ‘Mama’s Boy’ Campaign
Campbell’s Chunky, the Official Soup Sponsor of the NFL, has enlisted Seattle Seahawk Pro Bowl cornerback Richard Sherman as the face of the 2014 “Mama’s Boy” campaign. This season Campbell’s add a twist to its classic NFL activation campaign (which began in 2007) which sees it use a real mom/mum to be featured alongside her… Continue reading NFL Soup Sponsor Chunky’s Real ‘Mama’s Boy’ Campaign
CoverGirl’s Nail ‘Fanicures’ Focus On NFL’s Female Fans
CoverGirl has partnered with the NFL to build excitement about the new season with female fans by launching a team colour inspired nail range dubbed ‘Fanicures’. Using ‘Spirit All Season Long’ as a tagline, the P&G cosmetics brand’s new range includes 32 NFL fanicures – each inspired by each team’s logos and colours. … Continue reading CoverGirl’s Nail ‘Fanicures’ Focus On NFL’s Female Fans
