NHL kit partner Reebok activated around the 2016 Bridgestone NHL Winter Classic with #DressForBattle – an integrated campaign that saw rival fans to battle it out and which linked social media to the at-event experience. The 2016 NHL Winter Classic saw archrivals Boston Bruins and Montreal Canadiens (two of the NHL’s ‘Original Six’ clubs)… Continue reading Reebok’s #DressForBattle Fan Faceoff Social/Outdoor NHL Winter Classic Campaign
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LG’s Global ‘100 Greatest Fans’ Story-Led Campaign Activates ICC World Cup
LG Electronics, a global ICC partner, kicked off its Cricket World Cup 2015 activation with a campaign called the ‘LG 100 Greatest Fans’ competition-led campaign. Crickets fans across the world were incentivised to show their own love of the game by upload their own cricket stories in the form of photos, videos and messages… Continue reading LG’s Global ‘100 Greatest Fans’ Story-Led Campaign Activates ICC World Cup
Molson Canadian NHL 14/15 ‘Anything For Hockey’ Love
Molson Canadian’s campaign leveraging the new 2014/15 NHL season, #AnythingForHockey, aims to connect with consumers through their irrational love for hockey The NHL official beer partner in Canada aims to use the initiative to engage with avid hockey fans in the 24 to 34-year-old range and this is the demographic the brand hopes will… Continue reading Molson Canadian NHL 14/15 ‘Anything For Hockey’ Love
Sony ‘One Stadium Live’ Hub: A World Cup Social Network
Using the copy line ‘One World, One Passion, One Stadium’, Sony has released the hub of its 2014 FIFA World Cup activation – a brand-created social network called ‘One Stadium Live’. The platform lets football fans around the world keep track of all tournament-related posts and news feeds from Twitter, Facebook, Google+ and the like… Continue reading Sony ‘One Stadium Live’ Hub: A World Cup Social Network
Nike #RiskEverything WC14 Ambush P2: ‘Winner Stays On’
Late April saw the launch of ‘Winner Stays On’, the latest phase of Nike’s #RiskEverything Brazil 2014, which adds a galaxy of stars and some epic story-telling magic to the sportswear giant’s World Cup ambush initiative. The new four-minute commercial opens on a nondescript British park pitch as two teams of young amateurs kick… Continue reading Nike #RiskEverything WC14 Ambush P2: ‘Winner Stays On’
Lady Gaga’s Doritos’ #BoldMissions SXSW Sponsored Show
Doritos returned to the South By Southwest (SXSW) Festival with a campaign built around a superstar headline act – Lady Gaga. Working in tandem with Gaga’s own Born This Way Foundation, the singer headlined the Doritos #BoldStage on 13 March with a concert that fans could on;ly attend if they obtained a ticket by… Continue reading Lady Gaga’s Doritos’ #BoldMissions SXSW Sponsored Show
MLS ‘Club&Country’ Campaign Leverages FIFA World Cup
Major League Soccer ushers in the new season with a multi-channel marketing campaign ‘For Club and Country’ that leverages the upcoming FIFA World Cup with the message that to prepare for the world’s greatest football tournament you need only look in your own backyard. The strategy for the MLS’ 19th season is to capitalise… Continue reading MLS ‘Club&Country’ Campaign Leverages FIFA World Cup
Mercedes-Benz NYFW Street Style Koo Image Installation
To leverage its rights at Mercedes-Benz Fashion Week (#MBFW), which ran from 6 to 13 February, the premium auto maker activated around the theme of ‘street style’ focusing on its unique, brand-backed installation featuring photography by renowned street style photographer Youngjun Koo. The German car giant had activation twin objectives – one general and one… Continue reading Mercedes-Benz NYFW Street Style Koo Image Installation
Ambush The Super Bowl Online Via A Digital Streak
At $4m for a 30-second spot, Super Bowl commercials are beyond the budget for 99.9% of marketers, but Digital Streaker challenged the Super Bowl status quo by providing smaller brands with a risqué yet economical opportunity to generate awareness during this year’s Big Game. As an alternative to the multi-million dollar blockbuster Super Bowl… Continue reading Ambush The Super Bowl Online Via A Digital Streak
‘Music Unleashes Us’ 56th GRAMMYs Promo Campaign
The GRAMMYs property owner The Recording Academy taps into fans visceral reaction to music in its promotional campaign for the 56th annual GRAMMY Awards – ‘Music Unleashes Us’. Working in partnership with long term agency partner TBWA\Chiat\Day, the promotional initiative leverages the insight that humans have ‘natural, sometimes uncontrollable, visceral reactions to music’ and… Continue reading ‘Music Unleashes Us’ 56th GRAMMYs Promo Campaign
MLB’s Player/Fan ‘#IPlay’ 2013 Campaign Launches Season
To coincide with Opening Day, MLB has launched a new 2013 campaign showcasing the motivation behind baseball’s new generation of stars called ‘I Play’. Developed by agency Hill Holliday, the initiative aims to showcase the league’s outstanding young talent and explore why they are driven to succeed, whilst simultaneously exploring why fans around the… Continue reading MLB’s Player/Fan ‘#IPlay’ 2013 Campaign Launches Season
Taco Bell Consumer-Created SXSW Music ‘Rockumentary’
Taco Bell is turning its own fans and South By Southwest festival goers into music video directors for its ‘Feed The Beat’ SXSW 2013 project. Continuing its marketing strategy based around leveraging user-generated content in its marketing campaigns, the Mexican-based fast food chain has partnered with Passion Pit and Wildcat! Wildcat! to create a… Continue reading Taco Bell Consumer-Created SXSW Music ‘Rockumentary’
