In addition to the NBA outfits, the partnership will create special Player ‘Locker Bundles’ that will include personal favorite Fortnite items used by NBA players Donovan Mitchell and Trae Young when they play the game.

The bundles will then be available for players to purchase in the Fortnite Item Shop

The campaign promoting the league/game initiative, called ‘The Crossover’, launched on 19 May and ran primarily across digital and social channels and via a PR strand.

Led by a hero spot called ‘The NBA Arrives In Fortnite’ and linked by the #FortniteNBA, #TheCrossover and #FortniteNBATheCrossover hashtags, the creative urges fans and gamers to ‘Lace up…as The Crossover is going to knock you off your feet’ and includes messaging promoting the arrival of basketball’s best into the Fortnite Item Shop, Fortnite Creative and with Team Battles.

NBA stars Donovan Mitchell and Trae Young will also have Fortnite lockers with personalized items players can purchase next week as part of the crossover.

Further strands of the tie-up include the ‘Shoot & Score Pack’ to get the Hookshot Emote and Mini Hoop Back Bling – which can feature the logo of all 30 NBA teams.

“Video game culture is certainly a shared passion across many of our NBA players and our fans worldwide, as well as for our leagues,” said NBA Senior Vice President of Global Partnerships Matt Holt. “Additionally, as we continue to engage our fans, the best approach is to meet them where they are, in creating personal and authentic experiences.”

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Another sports-linked Fortnite tie-up in January 2021 saw Epic create a global football event with 23 football clubs alongside a virtual version of Paris Saint-Germain forward and Brazil superstar Neymar.

The stunt included a sandy beach and tiki bar on the hallowed turf and was fronted by men’s and women’s team captains Cesar Azpilicueta and Magdalena Eriksson who were joined by coaches Emma Hayes and Thomas Tuchel: the quartet all showcased the club’s new 2021/22 training kit featuring the Trivago logo.

The at-stadium, on-pitch stunt was amplified through social content across Trivago and Chelsea’s own channels.

Leading the charge, team Captains @CesarAzpi and Magdalena Eriksson enjoy the sea and sand on the pitch at #StamfordBeach, while sporting the new 2021/22 training kits featuring @trivago @ChelseaFC. #LetsGo #football pic.twitter.com/ATFDIx1phn

— trivago (@trivago) May 19, 2021

We’re so excited to announce a multiyear partnership with @ChelseaFC to bring together the worlds of #travel and #football, helping fans go further, bigger and bolder. Learn more: https://t.co/9ysqY1DfYp #LetsGo pic.twitter.com/TghDc6yc6Z

— trivago (@trivago) May 19, 2021

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The multi-year Official Training Wear Partnership will see the brand feature on Chelsea’s training kit across its men’s, women’s, and academy teams.

The launch stunt is being followed by an integrated joint campaign called ‘Let’s Go’ led by a TV commercial and supported by ‘curated content’ and once-in-a-lifetime experiences for fans.

From July, soccer supporters around the globe can sign up to and participate in monthly money-can’t-buy experiences contest: which includes player meet-and-greets, coaching sessions from Chelsea staff and access to the Trivago suite at the stadium.

“When the opportunity to partner with Chelsea came up, we jumped at the idea. We at Trivago are very passionate about football. For us, it is not just entertainment, it is part of our culture and daily life,” commented Trivago CEO Axel Hefer. “Being with people who matter to us, experiencing exciting and unique moments together, exploring new destinations on away matches or huge victories in national and international competitions – football is bringing joy into our daily lives in a similar way travel does. We are excited to bring this to life with a smile-raising, heart thumping Trivago twist in a uniquely Chelsea way – let’s go.”

“We are all looking forward to that moment when we can travel freely again, whether that is to watch Chelsea or to have a long-awaited holiday away from home, so I’m really delighted to be welcoming Trivago into the Chelsea family,” commented Chelsea CEO Guy Laurence. “With a global platform that is truly best-in-class, we will be proud to wear the Trivago name on our Men’s, Women’s and Academy training wear.”

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It also follows on from parent company Expedia’s ‘With You All The Way’ activation with rival Premier League club Liverpool FC and sister brand Hotels.com’s UEFA Champions League Final ‘Do Not Disturb’ activation fronted by Eric Cantona.

Launched ahead of World Oceans Day on 8 June, the duo are inviting the world to unite and ‘Run for the Oceans’ again, the initiative continues to bring to life adidas and Parley’s commitment to urgently address the devastating levels of marine plastic pollution in the oceans by harnessing the power of sport and using it as a force for change.

The creative urges viewers to participate in the project by downloading the adidas Running app (linked with (Strava/Joyrun)) and signing up to the challenge and then in return for every kilometer tracked from 28 May to 8 June adidas and Parley will clean up the equivalent weight of 10 plastic bottles from beaches – up to 500,000lbs.

Participation is incentivised through a promotional cause campaign spanning both adidas and Parley digital and social channels linked by the #RunForTheOceans hashtag and led by a hero ‘Run For The Oceans 2021’ film which debuted on 18 May.

Warm up runners, you are next!#RunForTheOceans is back and bigger than ever.

Download the adidas Running app, join the challenge and get ready to make a difference!

https://t.co/wbFO5v1DCc#RunForTheOceans #adidasParley @parleyforoceans @adidasRuntastic pic.twitter.com/w7YygEZ5Ns

— adidas (@adidas) May 18, 2021

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Furthermore, adidas is also advertising its eco-linked products and initiatives with related brand and product marketing content such as its ‘End Plastic Waste’ work and its product partnership with All Birds.

FUTURECRAFT.FOOTPRINT: Made to Fit the Planet. Through open collaboration with @allbirds we reduced carbon by 63% for the lowest emissions performance shoe we've ever created. Not zero, yet. But proof that together we can go faster. #ImpossibleIsNothing #Futurecraft #TreadLighter pic.twitter.com/f6jeM4MQqd

— adidas (@adidas) May 13, 2021

Participation is further incentivised through a prize draw for a signed David Beckham ‘Run for the Oceans’ T-shirt.

”As a global brand, and as global citizens, we have a big role to play in conserving the oceans and our planet. It is our responsibility to use our platforms, products, and voices to not just raise awareness, but to put into effect real action,” said Adidas General Manager Of Running & Credibility Sports Alberto Uncini Manganelli. “In just three decades, the world’s oceans could contain more discarded plastic than fish if we don’t act now – only by working together and uniting can we end plastic waste.”

Cyrill Gutsch, CEO and Founder of Parley, added: ”More than a run or awareness campaign, Run for the Oceans has evolved into a powerful impact platform, one that inspires and empowers millions of people worldwide to unite around a common goal and support the oceans through sport, boosting the Parley movement through actual movement. And more than a partner, adidas has been a true ally, the family member we so urgently needed on our side to prove that industry can be the key that scales and accelerates solutions to the massive environmental problems we face. We believe that collaboration, creativity, and eco-innovation is the winning formula to save our oceans and end the global plastic crisis threatening the natural world, our own health and our future. Everyone who joins the run helps drive this vision forward.”

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But as there is clearly so much more to do, ‘Run For The Oceans’ (which is part of adidas’ umbrella strategy ‘Own the Game’), is expanding to create a more inclusive digital and physical community spaces and the aim for 2025 is to achieve a cumulative participation of 40 million people.

WELCOME TO WREXHAM | FX Entertainment orders docuseries

⚪️ #WxmAFC

— Wrexham AFC (@Wrexham_AFC) May 18, 2021

The two-season show tracks the hopes and dreams of the people and football players of the North Wales town as they seek to support the team on its journey towards European football’s elite and is part of the Hollywood duo’s objective of leveraging their club ownership into a compelling underdog story the whole world can root for.

The an access-all-areas show takes viewers from the pitch to the changing room and from the boardroom to the pub, as Rob and Ryan undergo a crash course in football club ownership and seek to seed serious community change.

The trailer was posted across the club and the owner’s digital and social platforms on 19 May and its sees owner actors seek to engage their Welsh fanbase with the help of a recently-recruited translator, but their efforts are derailed after the duo’s well-meaning words are undermined by savage off-script observations.

The ad sees rogue translator Maxine try (and fail) to help the pair sell their vision to help struggling Wrexham to the locals.

So happy to be part of #WelcometoWrexham on @FXnetworks with @RMcElhenney. He’s everything you’d want in a Co-Chairman but, for the record, he is only ‘mostly' sunny. pic.twitter.com/SD0ak6FCrG

— Ryan Reynolds (@VancityReynolds) May 18, 2021

The initiative was created by Maximum Efforts Productions, the agency led by Reynolds and former McCann creative George Dewey.

The trailer stars Welsh broadcaster and former BBC News journalist Maxine Hughes.

“A few people were sending me a flyer that was asking for Welsh speakers in Hollywood- I thought it was a joke actually. I called them initially because a friend of mine was interested in it. They said they were looking for a female for the role and said they were having trouble finding a Welsh speaker who was based in the US and has experience of acting and broadcasting… We spoke a bit more and they asked me to try out for the role,” explained Hughes who flew out to Los Angeles and landed the part.

“They’re really lovely people, very funny in real life. They were amazing to work with – it was a rather different experience to me. A bit different to doing some news. Ryan was directing a bit for it while we were filming and we were trying out new things- at the end of the video it’s actually us trying out some improv and having fun.”

According to Hughes, the duo’s commitment is “100% genuine and they “really care passionately about Wrexham, about Wales and about the Welsh language too” and it was key that the spot was respectful to Welsh and primarily makes fun of the two of them.

Hughes even revealed that McElhenney was learning Welsh and can sing the national anthem. Reynolds and McElhenney also recently further ‘Welshified’ their identities by changing their Twitter names to ‘Wryan’ and ‘Wrob’ as a mark of their newfound appreciation for Welsh culture.

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‘Welcome To Wrexham’ is the latest piece of partner content from glamorous, yet unlikely football club owners Rob McElhenney and Ryan Reynolds who took over the Red Dragons – one of the oldest teams in world football founded in 1864, yet sitting in the fifth tier of the English league – last year.

 

The idea is to demonstrate how Amstel ULTRA and Amstel 0.0 are high quality, refreshing alternatives for those occasions where low calories or zero-alcohol beers are a great fit and highlights the importance of moderation and responsible consumption as part of parent company Heineken’s umbrella ‘Brewing A Better World’ ambition to create more choice for consumers within the zero-alcohol category.

Thus the global campaign highlights the importance of finding balance in life and the benefits of selecting a beer that works for you by showing Nadal embracing an active, yet balanced lifestyle: with a focus the unexpectedly understated ways the tennis megastar likes to spend his time away from the court enjoying the simpler moments with friends and family.

The multi-channel TV, digital and OOH campaign was led by a pair of hero films: ‘True Luxuries’ (for Amstel ULTRA) and the ‘Rafa Side of Nadal’ (for Amstel 0.0)

The hero spots were posted online on the brand’s social channels on 20 May and the campaign initially debuted in Mexico and Spain and then rolled out across a further 10 markets later through the 2021 summer.

“I really enjoyed working on this campaign with Amstel, as the message it portrays around encouraging responsible consumption is such an important one,” commented Nadal in the campaign’s launch PR. “Amstel ULTRA and Amstel 0.0 allow me to find a balance between staying active and spending quality time away from the court with friends, safe in the knowledge that I can make choices that complement my lifestyle and encourage responsible consumption and moderation. I hope it highlights that even the simplest choices in life, can help with finding the balance we all require.”

Amstel Global Brand Director Bernardo Spielmann added “It’s great to launch our first campaign with Rafa Nadal, celebrating the luxury of choice and finding a beer that works for you and your lifestyle. With Amstel ULTRA and Amstel 0.0, we aim to empower everybody to be able to live a balanced and active lifestyle, without the need to compromise on taste or quality. Together with Rafa, we will continue to develop the Amstel ULTRA brand globally, as this exciting category continues to grow.”

The campaign was developed by the independent creative shop hello_ and directed and produced by Igor Borghi of Central Films in Nadal’s native Mallorca (Spain).

The campaign was conceived and created by a team at agency hello_ which included CCO Walter Aregger and CEO Hernán Ibarra, Executive Creative Director Ricardo Armentano, Planning Manager Fernando Bozzoletti and Project Manager Marcelo Genel.

The team at Central Films was led by Director Igor Borghi, Executive Producers Mauricio Francini, Raúl García and Oscar Cabañas, with Producer Carolina Kostbahn, Director Of Photography Carlos Ritter, Scriptwriter Juan Vicente Rodríguez, FXV Alberto Michele Mantini, Talent Management José Manuel Ramiro, Editor Juan Fontana, Postproduction Manager Eduardo Lamas and Post Director Patricia Guerra.

Sound design was handled by Bravo Audio with music from Vieja Records, animation by Band 22 Milán, the photographer was Eduardo Wallace with Stills Producers Gonzalo Miranda, Diego Castillo and Martín Hillcoat.

Launched on 19 May, ‘Done Just Talking’ is spearheaded by a hero spot running under the brand’s new ‘We Got Now’ global platform as introduced via early May’s ‘Impatience Is A Virtue’ Gen-Z targeted campaign.

The debut creative tells segments of Sterling’s own story and reaffirms his commitment to ‘driving positive social change’.

Indeed, the campaign was actually created with a production crew that included teenagers and was facilitated by ReachOut UK (a mentoring charity for young people from disadvantaged communities) to bring to life the player’s commitment to supporting young people by shadowing the professionals on the set and learning disciplines such as directing, photography, editing, and styling.

All those involved were also offered longer-term access to mentorship opportunities.

“Growing up all I dreamt of was playing football,” commented Sterling at the campaign launch. “From kicking a ball around in Brent with my mates to my first Champions League Final on May 29th and representing my country at this summer’s European Championships, in my hometown. There’s so much more I want to achieve, both on and off the pitch, and this partnership will provide me with the platform to do so.”

New Balance Chief Marketing Officer & Senior Vice President of Merchandising Chris Davis added: “At New Balance, we believe that our ambassadors are truly a reflection of our values as a brand. Simply put, this relationship is much bigger than football. Raheem is undoubtedly recognized as one of world football’s most premier talents evidenced by his key role for both club and country. His ambition to give back to the community will also be a focal point of how we realize the unique nature of this collaboration. Our transformative alliance will showcase co-authored product collections and storytelling, elevating Raheem’s unique persona both on and off the pitch.”

The brand’s campaign PR content also highlights how ‘giving back’ is an important part of New Balance’s value and states that it will work with Sterling – who received the Integrity and Impact Award Founded by Dow Jones Sports Intelligence at the Sport Industry Awards 2019 – to support his philanthropic efforts.

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The New Balance deal follows weeks of soccer and sponsorship speculation linking Sterling to possible moves to Puma, Adidas and Nike, but the new deal will see the forward wear New Balance boots for the 2021 UEFA Champions League Final, at Euro 2020 and beyond and collaborate with the brand across performance and lifestyle products. Indeed, the sportswear brand will also give Sterling an ‘influential and pinnacle role’ across its categories and an input into creative design.

Working with Opta’s Stats Perform, the idea behind the activation was to contrast authentic past match data with the topics of passions, courage and belief based on the campaign conclusion that football is played with the heart

The initiative was based around a series of online spots rolling out around the semi-finals between 3 to 14 May which blended statistical match outcome likelihoods with key game archive action footage and saw Mastercard calculated the probabilities of impossible comebacks of UEFA Champions League.

The ‘Comebacks In Football’ videos came in multiple language versions, all carried the brand’s globally familiar umbrella #Priceless hashtag alongside the campaign-specific #FansvsFacts and the #UCL hashtags and asked the question whether the Champions League was ready to make history again at the Final on 29 May?

These spots were supported by additional content and paid online partnerships led by a 10-minute conversational online video with Opta which saw Mastercard invite a prominent fan of each club left in the competition to argue for the reasons why this will be their year moderated by Opta’s Duncan Alexander who provided plenty of relevant stats for why each team won’t win.

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Led by a set of animated illustrations by artist Edgar Rozo, the executions are all based on players from the two teams and blend their personalities and physical profiles to a classic McDonald’s menu item (positioned in each ad on/below the chin): including the Big Mac, Fries, McCafe and the Sundae.

The campaign, which launched in in Montreal on Thursday 20 May for the first game of the series, was created by agency Cossette and spans in-store, out-of-home (including billboards and bus stops), plus print, social media and mobile.

This objective of this menu-based activation sees McDonald’s leverage hockey playoffs tradition in order to position itself as the quick service restaurant for those who don’t want to miss a minute of the action.

The campaign was created for a McDonald’s Canada marketing team led by Melissa Hains and Suzanne Grondin by a group at agency Cossette which included Creatives Cédric Audet, Julien Hérisson and Philippe Brassard, Strategist Jean-Xavier Wilhelmy, with production handled by Vanessa Audigand and Jessica Malo and illustrations by Edgar Rozo.

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The official pizza and official drink of the National Hockey League (NHL) teamed up on the competition which invites fans to upload a photo or video to Twitter explaining why they are hockey’s ultimate fan and using the hashtags #UltimateHockeyHangout #Sweepstakes and tagging @LittleCaesars and @Pepsi.

Fans without a twitter feed can order Little Caesars for delivery during the 2021 Stanley Cup Playoffs and enter code “HOCKEYHANGOUT” at checkout to enter the contest.

Fans have until 8 June to enter the contest to win a custom-built hockey hangout – designed by Stanley Cup Champion and NHL Legend Mike Modano – in time for the 2021 Stanley Cup Playoffs. The hangout space will be erected in the winner’s home and will include a state-of-the-art home theatre system, a hockey stall, a Little Caesars pizza warmer, a Pepsi fridge, autographed NHL team memorabilia, a hockey table game, a $2,000 NHLShop.com gift card and more.

As well as the grand prize, a further 1000 winners will also be selected at random to receive a total of $50 in gift cards to enjoy Little Caesars pizza and Pepsi and stock up on fan gear from NHLShop.com.

The sweepstakes was promoted primarily across the Little Caesars, Pepsi US and player ambassador digital platforms and social channels.

According to the campaign copy: “It’s time for fans to finally rip out that old wallpaper, television set and shag carpet to create the most brag-worthy space to watch the Stanley Cup Playoffs.”

Hey fans! @littlecaesars & @pepsi are giving a lucky winner the ultimate hockey hangout designed by me! Post photo/video showing your fandom using #UltimateHockeyHangout & #Sweepstakes, tag both brands to enter for a chance to win. #Ad #StanleyCup Playoffs https://t.co/Un5DyTiejy pic.twitter.com/Av6VHppZ2T

— Mike Modano (@9modano) May 14, 2021

Drop a if you’re hockey’s biggest fan!

Post a photo/video showing your hockey fandom using #UltimateHockeyHangout and #Sweepstakes & tag @Pepsi and @LittleCaesars for the chance to win the ultimate in-home hockey hang out! #StanleyCup Playoffs Rules: https://t.co/tJfHSkYcLR pic.twitter.com/0lZyt7Q6VW

— Pepsi (@pepsi) May 17, 2021

“If I’ve learned anything from retirement, it’s how to watch a hockey game in style,” said ambassador and contest pitch player Modano (who played primarily for the Minnesota/Dallas Stars and spent the final season of his NHL career with his hometown Detroit Red Wings). “Having played for the Little Caesars AAA hockey team, I’m stoked to be part of this celebration with Little Caesars and Pepsi. I can’t wait to surprise one lucky fan with the hockey hangout of their dreams.”

“We know that many devoted NHL fans have been watching their favorite teams from home this season, and that will continue as we head into the Stanley Cup Playoffs,” commented Little Caesars Chief Marketing Officer Jeff Klein. “We wanted to give fans a special reason to display their hockey fandom from home during the Playoffs, and there’s no better way to do that than by ordering Little Caesars for delivery and entering the Ultimate Hockey Hangout.”

 

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This playoffs sweepstakes continues official NHL partner Little Caesars’ season-long hockey activations and marketing content.

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Designed to look like a miniature version of the sport’s iconic Zamboni ice-resurfacer, the brand creation comes in Molson’s corporate colours and includes the beer’s logo and is positioned as ‘part vacuum, part cooler, all hockey’.

Developed with creative agency Rethink, the device claims to ‘remove dirt, grime and spills while keeping up to four Molson tall boys pleasantly chilled’ and aims to offer fans a hockey-relevant, fun way to clean up all the snacks and spills next to the couch as NHL supporters sit at home glued to the playoffs on the television.

The initiative is promoted through a major tongue-in-cheek PR push coupled with a digital and social campaign led by a microsite (at molsonbrewmboni.ca) and a hero ‘Introducing Molson Brewmboni’ spot posted across the brand’s own channels on 13 May.

Sadly, at time of the campaign release, the Brewmboni remains in the prototype phase so the creative urges fans to visit MolsonBrewmboni.ca to get on the waiting list or download design specs to build their own.

“With the NHL playoffs ringing in a second virtual season, we know Canadian hockey fans are missing the sights and sounds of their hometown arenas more than ever,” explained Molson Senior Brand Director Joy Ghosh. “The Brewmboni is a lighthearted way that we can bring fans closer to Canada’s game while enjoying an ice-cold Molson Canadian from the comfort of their squeaky-clean living rooms.”

“Depending on the demand and interest, and further R&D, it may be available for purchase,” Rethink creative director Dhaval Bhatt added. “But for now the Brewmboni will be going on an extensive press tour and making stops at news desks and breakfast shows. It was an idea that was presented several years ago, but didn’t make it through. This time, the creative team had it as part of a script for Molson. Then we thought, ‘Why don’t we see if we can actually make it?’ And that’s how the Brewmboni was finally turned into reality.”

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