The World Cup will almost certainly become the largest, most well-covered sporting event of the year when play kicks off later this month, with media companies the world over relaying tournament results to futbol fans in their respective home countries.
But the marketing team at Listerine thinks that it can add to that coverage with a real-time marketing campaign. Listerine will be doing its best to interject its brand into people’s World Cup conversations on social media by tweeting and Facebooking with the hashtag #PowertoYourMouth throughout the tournament.
Digital agency MRY will be executing the campaign out of “newsrooms” in its London and New York offices, tweeting about the day’s matches in English and Spanish from Listerine’s @listerineglobal. The Facebook portion of the campaign will include posts written in Arabic, Portuguese and Italian as well. JWT U.K. created the corresponding television spot (below) that will run in 40 countries.
The campaign will be Listerine’s first foray into real-time social media marketing. Real-time marketing has, for better or worse, become a mainstay for any live event. This has resulted in some brilliant moments for brands, like JCPenney’s mittens campaign during this year’s Super Bowl, but a greater number of uninspired brand tweets.
Whether Listerine can achieve an elusive “Oreo moment” remains to be seen. Given the rise of real-time marketing, Twitter growth worldwide and spike in Twitter growth during live events, Listerine will have to craft some especially insightful tweets if it wants to be heard amid the social media noise.
If history is any barometer, the World Cup will precipitate a deluge of social media activity. Twitter boasted about its popularity among soccer fans in the 2013 “the year in tweets” retrospective it posted last December. Twitter is so popular among soccer fans, in fact, that Twitter felt it necessary to illustrate its popularity within five separate professional soccer leagues — the English Premier League, Italy’s Serie A, Spain’s La Liga, France’s Ligue 1 and Major League Soccer in the U.S.
And Twitter’s number of users has grown in every region in the world since last year, according to eMarketer. While that means a higher potential audience for the campaign, it also means a greater number of tweets Listerine has to compete against for user attention.
This campaign will be a good test of how effective a real-time marketing platform Facebook is, too. Facebook introduced trending topics earlier this year, but it has yet to offer brands the opportunity to sponsor or promote certain topics à la Twitter. Listerine will instead have to attach #PowertoYourMouth to trending World Cup topics and hope the brand message sticks.
The differentiator could be how deftly MRY allocates dollars to promote tweets and Facebook posts that gain traction early on. With organic reach on social all but dead, social media agencies are having to prove they are as adept at spending clients’ money as they have been at producing memes.
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.