Two news rooms with sport experts and illustrators will be set up in NYC and London to deliver the real-time content in English and Spanish on Twitter @listerineglobal and Arabic, Portuguese and Italian as well for Facebook.
Mike Marquis, global VP, Listerine Brand, called the campaign “an extension of our global advertising campaign and stands for empowering consumers to have healthy mouths. We know the mouth goes through a lot every day. There is no better way for us to express all those nail biting and exciting moments a fan experiences than through this campaign."
To maximize reach and engagement, the Listerine will optimize digital advertising in Facebook and Twitter by allocating dollars in real time to tweets and posts that perform the best. Oral care messages will be incorporated using the same tone, which will focus on how the brand provides deeper cleaning than brushing alone.
"This campaign represents the first time one of our consumer brands has leveraged real-time social marketing on a global scale," said Gail Horwood, VP, worldwide digital strategy for Johnson & Johnson Consumer Companies, Inc. "We are harnessing the power of a major global event to connect with football fans by helping them fuel conversations about matches in a highly relevant way."
Beyond the social campaign, a new TV spot was deployed in 40 countries that explores what a mouth goes through in the day of a life of fans. From eating a hot dog to celebrating a goal, the spot demonstrates a slice of the FIFA World Cup honoring Brazil while also speaking to discovering the power of the venerable mouthwash and the plaque and bad breath benefits.
Consumer promotions to win special prizes, in-store activities and in-stadium signage are also part of the campaign.