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YAHOO! AND PRINGLES KICK-OFF EURO 2004 WITH EXCLUSIVE MICROSITE SPONSORSHIP
Yahoo! UK & Ireland is launching a co-branded Euro 2004 microsite sponsored by Pringles, which will include all the latest news, scores and photos from the tournament, as well as player profiles and competitions.
Pringles, part of FMCG giant Proctor & Gamble, has been running its Dream Team offline campaign since mid-April, with multi-platform activity including on-pack and in-store promotions as well as advertising and PR. The new online campaign will run throughout Euro 2004 and targets 18-34 year olds interested in football. This deal with Yahoo! sees Pringles recognizing online as a vital part of its larger cross-platform branding campaign.
Dermot O'Reilly of Starcom MediaVest, who negotiated the sponsorship deal, says: "Pringles has a young adult customer base and as such we are aware of the ever increasing role the internet plays in their lives. Yahoo!'s broad reach of 18-34 year olds is highly desirable to us which is why we wanted to work closely with them on this campaign."
The campaign creative has been developed in-house at Yahoo! and the microsite will be supported by significant Pringles media throughout Yahoo! Sports and the entire network during the football tournament. Pringles is also giving Yahoo! users the chance to win signed t-shirts from a host of European football stars including Wayne Rooney and Ryan Giggs.
Yahoo! UK & Ireland sales director, Alison Reay, says: "We are seeing a definite shift in mainstream brands recognising the benefits of using online for branding campaigns. Our youth audience, 47% of our users are 18-34, was particularly attractive to Pringles, especially as this market segment is increasingly using the web for sports news and general content."
Research on the campaign will be carried out by Dynamic Logic.
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