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Sunday, September 24, 2023

Disney and Mercedes-Benz Revolutionize Faculty Soccer Promoting

What faculty soccer fan might overlook 11:59 p.m. on Dec. 31, 2022, when a last-second Georgia subject aim knocked Ohio State out of the semi-final recreation at Mercedes-Benz Stadium?

Not anybody who watched on ESPN, that’s for certain. However earlier within the Peach Bowl, TV viewers noticed a novel Mercedes-Benz blended actuality integration, the place the model raced 4 of its electrical automobiles across the stadium.

That single activation outperformed the median 2023 CFP Nationwide Championship advert by over 5 instances, and in accordance with Advert Multiplier, the model would wish to air 62 adverts throughout primetime broadcast and cable programming to generate as a lot influence because the blended actuality integration.

Now, Mercedes-Benz is returning as a multiyear sponsor, and partnered with Disney’s in-house artistic company Disney CreativeWorks to develop customized content material for social airing all through the season.

The workforce developed two 60-second customized branded social items, and there might be 4 in-season activations the place ESPN reporter Jen Lada will conduct video interviews with faculty soccer personalities on website, starting with Tim Tebow in Tuscaloosa, Alabama on Friday. The Lada-hosted interviews will air inside ESPN’s Faculty Sport Day podcast.

Mercedes-Benz and ESPN teamed as much as create a customized van that can take podcasting on the highway. The ESPN Faculty Soccer Sprinter Van will head to 5 faculty soccer recreation websites throughout the nation, together with a cease on the Faculty Soccer playoff.

“The social side is certainly going to play a big half, and I feel it performs into the sky’s the restrict so far as innovation,” mentioned Andrew Messina, svp of Disney Promoting Gross sales. “TV viewers watching Mercedes-Benz blended actuality through the Peach Bowl had been 20% extra more likely to seek for [the brand].”

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