Unilever has built a series of influencer-focused World Cup activations “designed to generate content that reaches fans far beyond stadiums” as part of the company’s “largest-ever sports marketing effort,” which is aimed at creators, according to Jon Springer of AD AGE. Known as the House of Fresh, with locations in World Cup hub cities of N.Y., Miami and Mexico City, the activations “combine soccer and personal care experiences to promote Unilever brands including Degree, Dove, Dove Men+Care and Axe.” Unilever execs said that the strategy points to an “evolving definition of sponsorship value.” Instead of measuring success primarily through exposure during matches, marketers are “increasingly looking to the content, conversation and commerce generated around them.” At House of Fresh, attendees “customized soccer jerseys and phone charms, posed for personalized Panini trading cards and played soccer-inspired games on a lighted indoor pitch.” Admission was by “invitation only, and a mix of celebrity talent and smaller creators” made the list. The creator strategy is “designed to work alongside TV commercials and in-game sponsorship assets.” Unilever worked with Team Epiphany on the experiential activation, alongside agency partners including Edelman, Billion Dollar Boy and We Are Social (AD AGE, 6/24).
ATTACKING AT DIFFERENT ANGLES: BLOOMBERG NEWS’ Hannah Miller noted many advertisers, including Unilever, have taken a “multi-pronged approach” to the World Cup. In addition to being an event sponsor, Unilever has “invested in a commercial for its Rexona and Dove Men+Care personal care brands, held in-person giveaways at matches for its limited-edition World Cup deodorants” and partnered with American female World Cup referee Tori Penso, who will “wear a whistle and cleats with the logo from Unilever’s Dove brand” (BLOOMBERG NEWS, 6/23).
