Listerine’s first World Cup sponsorship has the mouthwash maker literally making headlines. To play off the social media buzz spiked by the soccer matches, the Johnson & Johnson brand has set up newsrooms in New York and London to post real-time reactions to the tournament action on Facebook and Twitter. The play-by-play comes from sports experts and graphic artists who are turning their sports commentary into social comments. Then, Listerine is turning their most engaging posts and tweets into ads on Twitter and Facebook in both mobile and desktop versions. Adweek.com featured more on this fresh social media effort that is guaranteed to make news.
Listerine has already kicked it with this “Power to Your Mouth” campaign by opening its first global Twitter account for the effort. Each social media post features game highlights in the form of headlines. Posts also include illustrations that should read very well with mobile viewers and play into Twitter’s goal to get more multimedia into its tweets.
Since the World Cup plays to a global crowd, Listerine is overcoming language barriers by translating its tweets into English and Spanish, while converting its Facebook posts into Italian, Arabic, and Portuguese. In addition to this social media effort, the mouthwash maker is also running a TV ad, has set up in-store promotions, and placed signage around the stadium.
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This is Listerine’s first World Cup sponsorship and their newsworthy social media efforts are certainly a breath of fresh air in the branding and marketing game.
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