“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.”
Two newsrooms with sport experts and illustrators have been set up in New York City and London to deliver the real-time content in English and Spanish on Twitter @listerineglobal and Arabic, Portuguese and Italian as well as Facebook.
Mike Marquis, global VP, Listerine, 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, Listerine is optimizing 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.
Beyond the social component, a new TV spot was deployed in 40 countries and consumer promotions to win special prizes, in-store activities and in-stadium signage are also part of the campaign.