Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Esselunga launches the X Factor collection and a contest to experience the show

Campaign: X Factor Collection and Contest

Source: https://brand-news.it/brand/retail/esselunga-lancia-la-collection-dedicata-a-x-factor-e-un-concorso-per-vivere-lo-show/

Goal: To enhance customer loyalty through a themed collection and contest

Claim: Live the X Factor experience

Media: Esselunga App, digital loyalty program

Summary: Esselunga has launched a collection related to the X Factor talent show as part of its loyalty initiatives, offering themed prizes and a contest that allows customers to win tickets to live events. From September 7 to December 2, customers can collect digital stamps towards various X Factor prizes, while also participating in a contest exclusive to Fìdaty cardholders through the Esselunga app. The campaign combines a collection mechanic linked to spending with digital activation involving music-themed games.

Finland

Finnish NHL Star as the Face of Celsius Campaign

Brand: Celsius

Campaign: Live. Fit. Go.

Source: https://www.markkinointiuutiset.fi/artikkelit/suomalainen-nhl-tahti-celsiusin-kampanjan-keulakuvaksi

Goal: To promote a new flavor and engage consumers through a contest

Summary: Finnish NHL star Alexander Barkov is the face of Celsius energy drink's Live. Fit. Go. campaign this fall. He has previously collaborated with the brand as part of the international Team Celsius athlete group. Celsius is also introducing a new flavor to the Finnish market, supported by a Florida Panthers campaign that includes a consumer contest with a grand prize trip to Miami to watch a Florida Panthers game.

contest energy drink sports marketing

Global

Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed

Brand: Dr. Squatch

Campaign: Speedrun: Million Dollar Mission

Source: https://www.marketingdive.com/news/why-dr-squatch-is-investing-in-experiences-not-ads-with-ishowspeed/829009/

Goal: Engage Gen Z consumers and activate community participation.

Media: Social media, livestreaming, in-store displays

Summary: Dr. Squatch is launching 'Speedrun: Million Dollar Mission,' a multistage contest in collaboration with streamer IShowSpeed, aimed at engaging Gen Z consumers. Over nine weeks, the contest will feature 25 challenges, including treasure hunts for briefcases containing Dr. Squatch products and weekly missions inspired by IShowSpeed's content. The brand is focusing on participatory experiences rather than traditional advertising to foster community engagement.

content creation contest engagement Gen Z

Uruguay

A Pair of Englishmen in Holland (Tienda Inglesa Invites to Experience Ajax)

Brand: Tienda Inglesa

Campaign: Tras los Pasos de Alfonsina

Source: https://infonegocios.biz/infopublicidad/un-par-de-ingleses-por-holanda-tienda-inglesa-invita-a-vivir-la-experiencia-ajax

Goal: To recognize the talent and dreams of young aspiring football players

Media: digital platforms

Summary: Tienda Inglesa has launched a contest called 'Tras los Pasos de Alfonsina', inviting participants aged 6 to 13 to compete for a chance to win a trip for two to Amsterdam to experience Ajax. Conducted in collaboration with Fundación Celeste and inspired by a children's book, the initiative aims to celebrate the aspirations of young people who dream of becoming professional footballers. Participants must submit a video demonstrating their football skills and explaining their dreams. The final winner will be determined based on jury evaluation and public voting.

Ajax Amsterdam children contest Football

Global

The NFL Merch Designer for Stars Like Taylor Swift Is Making a Chair for La-Z-Boy

Brand: La-Z-Boy

Campaign: Bespoke Recliner Contest

Source: https://www.adweek.com/brand-marketing/the-nfl-merch-designer-for-stars-like-taylor-swift-is-making-a-chair-for-la-z-boy/

Goal: To engage football fans and promote custom furniture

Summary: La-Z-Boy is launching a contest that allows one winner to receive a custom recliner designed by fashion designer Kristin Juszczyk, featuring their favorite football jersey stitched into the backrest. This initiative reflects the intersection of sports fandom and personalized furniture.

contest custom furniture Football