What faculty soccer fan might neglect 11:59 p.m. on Dec. 31, 2022, when a last-second Georgia discipline purpose knocked Ohio State out of the semi-final sport at Mercedes-Benz Stadium?
Not anybody who watched on ESPN, that’s for certain. However earlier within the Peach Bowl, TV viewers noticed a singular Mercedes-Benz blended actuality integration, the place the model raced 4 of its electrical autos across the stadium.
That single activation outperformed the median 2023 CFP Nationwide Championship advert by over 5 instances, and in accordance with Advert Multiplier, the model would wish to air 62 adverts throughout primetime broadcast and cable programming to generate as a lot affect because the blended actuality integration.
Now, Mercedes-Benz is returning as a multiyear sponsor, and partnered with Disney’s in-house inventive company Disney CreativeWorks to develop customized content material for social airing all through the season.
The group developed two 60-second customized branded social items, and there will probably be 4 in-season activations the place ESPN reporter Jen Lada will conduct video interviews with faculty soccer personalities on website, starting with Tim Tebow in Tuscaloosa, Alabama on Friday. The Lada-hosted interviews will air inside ESPN’s Faculty Recreation Day podcast.
Mercedes-Benz and ESPN teamed as much as create a customized van that may take podcasting on the street. The ESPN Faculty Soccer Sprinter Van will head to 5 faculty soccer sport websites throughout the nation, together with a cease on the Faculty Soccer playoff.
“The social facet is unquestionably going to play a big half, and I feel it performs into the sky’s the restrict so far as innovation,” mentioned Andrew Messina, svp of Disney Promoting Gross sales. “TV viewers watching Mercedes-Benz blended actuality in the course of the Peach Bowl had been 20% extra prone to seek for [the brand].”
