Official Snacks Of U.S. Soccer Rally Fans For Women’s World Cup
The Official Snacks of U.S. Soccer have a message for soccer lovers across the country – it’s time to #PassTheLove!
Mondelez International, maker of RITZ, CHIPS AHOY and TRIDENT, announced a socially charged campaign to rally consumers and fans across the country to share a message of support for the U.S. Women’s National Team as the squad prepares to compete in the world’s largest women’s international soccer tournament.
“The U.S. Women’s National Team have inspired the entire country with some of the most memorable performances in sports history, so our brands want to return the favor by rallying consumers behind the 2015 team,” said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelez International. “We hope #PassTheLove becomes a rallying cry for fans and a way for these amazing athletes to see how much support they have here at home.”
This is the second year the Official Snacks of U.S. Soccer have prompted fans to #PassTheLove. The campaign launched in 2014 in support of the U.S. Men’s National Team ahead of the competition in Brazil and quickly became the company’s largest multi-brand program to date.
This year, the focus shifts to the U.S. Women’s National Team, which will head to Canada in June to face the best national teams from across the globe. The #PassTheLove campaign is designed to rally consumers around the team, and the program will be backed by thousands of retail displays; shopper marketing programs; breakthrough real-time social content; adaptive advertising, including an ongoing partnership with Blink Studios; interactive consumer events; in-stadium and in-person consumer engagement at U.S. Soccer games before the team departs for Canada.
How Fans #PassTheLove:
The Official Snacks of U.S. Soccer are creating an interactive digital “Fan Wall of Support” and giving consumers multiple ways to #PassTheLove.
Online: Fans can go online beginning May 15 to share a message of support from their social media channels directly to the Wall of Support. Posting a message allows visitors to automatically get entered to receive instant-win prizes – such as snacks, U.S. Soccer jerseys, gear and other giveaways – that will be awarded hourly all the way up to the competition.
Onsite: The Fan Wall of Support will come alive at the three Send-Off Series Games in May. Through a large-screen digital display, fans can share their messages near the stadium at three matches: May 10 at Avaya Stadium in San Jose, California; May 17 at StubHub Center in Carson, California; and May 30 at Red Bull Arena in Harrison, New Jersey.
Star-Studded Kick-Off
To launch #PassTheLove in 2015, the Official Snacks of U.S. Soccer invited consumers to help create a stunning mural celebrating the U.S. Women’s National Team – with a twist. Instead of paint brushes, the mural was created by kicks of a soccer ball projecting paint onto the surface. Thus, each pass of the ball became a symbolic way for people to #PassTheLove.
This innovative, interactive experience was created in Hermosa Beach, California – just miles from the training site of the U.S. Women’s National Team – on the same day the team reported to its final pre-tournament camp.
U.S. soccer star Alex Morgan, now in her second year of a sponsorship with Mondelez International and the Official Snacks of U.S. Soccer, attended the event and provided one of the first kicks to the canvas.
“It’s always so inspiring to see and hear support from soccer fans, and I’m extremely appreciative to RITZ, CHIPS AHOY and TRIDENT for rallying people to #PassTheLove,” said Morgan, one of the sport’s premier players. “People always ask me whether players actually listen to the positive messages we get on social media – and the answer is yes, we love it.”
A Growing Soccer Movement
Through its expanding sponsorships and engaging consumer activations, Mondelez International has rapidly established itself as a key supporter of the sport at a time when attendance and enthusiasm for soccer are skyrocketing.
Beyond its designation as the Official Snacks of U.S. Soccer (Men’s and Women’s teams) and individual sponsorship with Morgan, Mondelez International recently announced a deal to become the Official Snacks of Major League Soccer.
The designations of Official Snacks of U.S. Soccer and MLS extend to the cookie, candy, cracker and gum categories and are inclusive of a series of globally-recognized brands operated by Mondelez International, including: OREO, CHIPS AHOY, RITZ, WHEAT THINS, HONEY MAID, NEWTONS, BELVITA, TRIDENT, DENTYNE, STRIDE and SOUR PATCH KIDS, among others.
Mondelez International recognizes the enormous potential to leverage the sport’s growing stature with a broad range of consumers – including multicultural audiences – whether it’s in-store, in-stadium or through innovative digital media executions.
“Our #PassTheLove campaign proves the power of soccer to help our brands score with consumers, and we plan to make this year even bigger,” said Chriss. “Our goal is to open the sport up to new consumers and reinforce how our snacks increase the fun of soccer, whether you’re at the stadium, watching on TV or playing the game.”
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