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Leading into the Super Bowl, early advertisers had already clocked 372.3 million views for early release spots, according to ispot.tv, along with 2.3 million social actions related to the ads. Gameday, meanwhile, saw the formal presentation during the game produce multiple winners, depending on the metric you are looking for. Looking for emotional connection? System1 Research’s rankings place Universal Parks & Resorts’ “Vacation Quarterback” atop the list, followed by a trio of NBC Olympic commercials, featuring Mikaela Shiffrin, Lindsey Vonn and Chloe Kim respectively, with the NFL’s Giants Dancing rounding out the top five list. How did people react to hashtags? The Sprinklr CMX platform determined that the top five brands mentioned during Super Bowl Week ranked by commercial hashtags was led by Avocados from Mexico, followed by Tide, Pepsi, T-Mobile and Doritos. But ispot.tv, measuring overall online activity and engagement, determined that the “Battle” between Doritos Blaze vs. Mountain Dew drew the most engagement overall at press time, followed by the Star Wars promo for Solo and Pepsi’s ad “This is the Pepsi.”
Telemundo Deportes used the Super Bowl to kick off its promotion as the exclusive Spanish-language home of the FIFA World Cup this summer. The 10-second promo ran on NBC and featured Andres Cantor and his goal call. “We want to let everyone know that we will have the most exciting, authentic coverage of the 2018 FIFA World Cup, and Super Bowl Sunday is a great vehicle for us to reach sports fans,” said Ray Warren, president, Telemundo Deportes. “Andres Cantor is a legendary giant in the World Cup community and makes our coverage unique. His trademark ‘gooool’ call carries all the passion of the sport regardless of language.” The Super Bowl activations will also mark the official launch of “Lo Vivimos Juntos” campaign.
The United States Golf Association announced the launch of Driving Golf Forward, a multi-year campaign “focused on four key impact areas and designed to help fund cutting-edge innovation and industry-leading research and help golf facilities reduce their reliance on resources such as water, nutrients, chemicals and energy by 25% by 2025. The planned increases in investment include the development of global forums to better connect the worldwide golf community and produce positive, collaborative change. “Golf has an active community of individuals who support efforts to grow the game and we’ve heard they want to do even more,” said Sarah Brady, head of the USGA Foundation. “Driving Golf Forward provides an opportunity to play a direct role in the future of golf and invest in important programs that will make a difference.”
The NFL, Comcast NBCUniversal and Mayo Clinic announced the three winners of 1st and Future, the league’s annual Super Bowl start-up competition designed to spur “novel advancements in athlete safety and performance.” Three companies—Impressio, Inc., RecoverX and Curv.ai emerged as winners and each received $50,000 to further develop their innovations. Impressio utilizes liquid-crystal elastomers (LCEs) to create novel dissipative liner materials for protective equipment designed to overcome the existing challenges of energy absorption in current helmet foams. RecoverX is leveraging Element, a connected device that can achieve the optimum cold or hot therapy temperatures without any ice or water, designed to allow users more freedom for their therapy. Curv.ai’s Curv won as an athlete development platform that leverages patent-pending computer vision and augmented reality to transform the camera on any mobile device into a versatile tool that captures human motion, measures athletic abilities and evaluates injury risk.
Electronic Arts launched EA SPORTS UFC 3, with new gameplay features and animations, new social modes, and a new G.O.A.T. Career mode. “EA SPORTS UFC 3 is the most realistic mixed martial arts game ever made,” UFC President Dana White said. “The new G.O.A.T. Career Mode gives you the opportunity to go from contender to champion by promoting your brand and performing inside the Octagon. This game has it all.”
Riot Games is bringing the North American League of Legends Championship Series Spring Finals to Miami, with the event taking place at The Fillmore Miami Beach at the Jackie Gleason Theater on April 7-8, according to ESPN. The 2,713-seat venue would mark the second time Riot has hosted an event in a theater.
Coca-Cola is launching the eCOPA Coca-Cola, a FIFA 18 Global Series qualifier tournament as part of “The Road to the FIFA eWorld Cup 2018.” Esports Insider writes that the event will take place in August. “We have always looked to creating meaningful connections with our consumers around their passions,” said Alban Dechelotte, Coca-Cola’s senior entertainment marketing manager. “Football and gaming are two passions for which Coca-Cola has been uplifting fans’ experiences for many years. Football is part of the Coke’s DNA – part of how we connect with people.”
The NBA 2K League announced that 72,000 players advanced to the NBA 2K League Combine, the next stage of qualifying for the league. Players had to win 50 games in NBA 2K18’s Pro-Am mode during the month of January with the combine running through Feb. 21 where players need to complete 40 games in one position during 12 pre-set time windows in order to identify the top 102 players who will make the league.
PGL Studios in Bucharest is lining up the PUBG Spring Invitational in partnership with Imba TV, for a four-day battle royale where 16 teams from across the world will face off for $100.000 prize pool.
West Virginia/Oklahoma on ESPN at 9p.