Welcome to the automated Brand Tracker diaries.
From personalisation to conversation: Formula 1 enters a new era of fan engagement
Goal: Transform fan engagement through personalized and conversational experiences
Media: Digital, AI-powered experiences
Summary: Formula 1 is transitioning from a primarily B2B business model to engaging directly with a rapidly growing fanbase of 26 million, using AI to create interactive experiences that allow fans to ask questions and explore content based on their interests. This shift aims to build individual relationships with fans rather than just pushing information.
Preview: Corona and Gut Mexico transform fan loyalty into rewards
Goal: To reward fans' loyalty and passion for football
Claim: Transforming fan loyalty into unique rewards
Summary: Club Corona is a loyalty program launched by Corona in collaboration with Gut Mexico City and TaDa, allowing fans to accumulate points by scanning beer caps during football matches. Points can be redeemed for various rewards, including free beers and exclusive experiences with favorite players. The campaign aims to recognize and reward the passion of Mexican football fans.
QMS NZ named Auckland FC’s official OOH partner
Source: https://stoppress.co.nz/news/media/qms-nz-named-auckland-fcs-official-ooh-partner/
Goal: Drive game-day attendance and fan engagement
Claim: QMS will capture the excitement of the fans’ journey across the city.
Media: Out of home media
Summary: QMS NZ has become the official out of home media partner for Auckland FC, enhancing the club's visibility and engagement with fans through a strategic media presence across Auckland. The partnership aims to increase game-day attendance and ticket sales while leveraging QMS's extensive network to connect with fans during their matchday commutes.
How the New York Jets extends OOH marketing for better storytelling
Goal: To enhance storytelling capabilities and connect brands with fans through out-of-home and experiential activations.
Media: out-of-home, experiential, digital signage, billboards, interactive experiences
Summary: The New York Jets are partnering with Outfront to implement a strategy called IRL media, which integrates out-of-home and experiential marketing to engage fans beyond the stadium. This approach aims to utilize various media types, including billboards and interactive experiences, to deepen brand connections while capitalizing on the growing consumer preference for real-world engagement over digital.
Pokémon brings the Poké Ball to the real world and creates a giant capsule where fans can sleep
Goal: Engage fans by creating a real-life Poké Ball experience
Claim: Sleep inside a giant Poké Ball
Media: Event
Summary: Pokémon has created a giant capsule shaped like a Poké Ball, where fans can sleep, bringing the iconic item from the game into the real world.
Concert culture is booming, but the audience is bigger than the venue
Goal: Engage fans through concert-related activities
Claim: Earn points through purchases and participation in concert activities
Media: Social media, mini-games
Summary: KFC Singapore's 'Concert Nation 2.0' program allows fans to earn rewards like concert tickets and VIP experiences through purchases and social engagement related to concerts, extending the concert experience beyond the event itself. This initiative reflects the growing concert culture across APAC, where live music attendance varies significantly among demographics.
KitKat Brings Its ‘Break’ to the Track at the Monza GP with Dentsu
Goal: Engage fans during the Formula 1 event
Claim: Have a Break, Have a KitKat
Media: Digital and social media
Summary: KitKat debuted at the Formula 1 Pirelli Gran Premio d'Italia by bringing its iconic 'Have a Break, Have a KitKat' theme both inside and outside the circuit. From September 3 to 6, the brand featured an engaging experience in the Fan Zone with a racing simulator, reaction game, photo opportunities, and tastings. Additionally, in the city center during 'Fuori GP,' KitKat set up the KitKat Break Zone, showcasing a large slot track where participants could compete for the best time. The campaign also involved digital content and creators to enhance the experience beyond the physical spaces.
Can AI turn football fans into kit designers? PUMA and Man City think so
Goal: Engage fans in the kit design process using AI.
Claim: First professional football kit designed by a fan using AI.
Summary: Manchester City and PUMA launched the club's third kit for the 2026/27 season, which is the first professional football kit designed by a fan using artificial intelligence. This initiative allowed Manchester City fans globally to submit ideas for the kit through PUMA's AI Creator tool, resulting in over 180,000 unique designs. Fans voted for the final winning design, embodying a strong connection between the club and its supporters.
To enter the BTS world, just type 7777
Source: https://www.media-marketing.com/vijesti/za-ulazak-u-bts-svijet-dovoljno-je-upisati-7777/
Goal: Engage BTS fans with AI features
Claim: Enter BTS world by just typing 7777
Media: Mobile application
Summary: Google's campaign introduces the Gemini app's features tailored for BTS fans. Users can unlock four experiences by entering 'Unlock BTS' or '7777', including insights into BTS members' use of Gemini, a music guessing game, an informational hub with news and schedules, and a Korean language learning feature. Accompanying the launch is the film 'BTS & Gemini It Starts with You', showcasing the members in everyday situations.
Why the YouTube ‘COCHO COCHO’ with 500 million views held an event?
Source: https://www.advertimes.com/20260821/article554433/
Goal: Enhance fan engagement through real-life interaction
Claim: Experience the world of COCHO COCHO
Media: YouTube, social media
Summary: The YouTube channel 'COCHO COCHO' hosted its first pop-up event, 'COCHO COCHO Pop-Up Store', from June 19 to 21 in Shibuya, Tokyo. The event aimed to foster deeper connections with fans through real-world communication and showcased products developed based on children's ideas. It included unique merchandise like tote bags and handkerchiefs designed by children, and attracted 512 visitors who purchased 1,098 items. The event was designed to create an environment filled with COCHO COCHO love, allowing fans to experience the channel's world firsthand.
FIFA picks Globant to design a continuous fan engagement experience using AI
Source: https://campaignme.com/fifa-picks-globant-to-design-a-continuous-fan-engagement-experience-using-ai/
Goal: To transform global fan engagement and enhance the football experience for fans.
Claim: Every fan experiences football in a personal way that deepens their emotional connection.
Media: Digital platforms, FIFA website, FIFA Tournament App
Summary: FIFA has partnered with Globant to redesign its fan engagement through advanced AI technologies, aiming to create a centralized digital ecosystem that personalizes experiences for football fans worldwide. This initiative will unify fans' identities and improve interactions across digital touchpoints, enhancing their connection to the sport beyond just tournaments.
How Coffee Planet turned football rivalries into The Great Football Roast
Source: https://campaignme.com/how-coffee-planet-turned-football-rivalries-into-the-great-football-roast/
Goal: Engage football fans through witty banter and cultural references.
Media: Social media
Summary: Coffee Planet launched 'The Great Football Roast', a social media campaign during the FIFA World Cup 2026, where fans from different countries engaged in witty banter about their rival teams as they roasted each other. The campaign transformed each match into a playful competition of roasts, ultimately culminating in a final roast contest between Spain and Argentina. The approach aimed to capitalize on coffee consumption during late-night matches while maximizing fan interaction and visibility.
Way Out West Launches Campaign Against Fake Tickets
Goal: To combat ticket fraud and engage fans
Claim: Fake tickets can still grant access
Media: DOOH, posters, social media, print
Summary: Way Out West, in collaboration with the agency Nord, launched the campaign 'Real Fake Tickets' ahead of this year's festival to address the ongoing issue of ticket fraud. Fans who had been scammed could submit their invalid tickets and stories for a chance to win real festival passes. The campaign aimed to highlight the emotional investment fans put into their experiences and received a positive response with numerous stories shared.
TikTok creators just got a ticket into the Disney universe
Source: https://www.marketing-interactive.com/tiktok-creators-just-got-a-ticket-into-the-disney-universe
Goal: Deepen fan engagement and support creators
Claim: Fans are celebrating our stories in entirely new ways.
Media: TikTok, Disney+
Summary: The Walt Disney Company is partnering with TikTok to enhance fan engagement through a new content-sharing program that will feature creator-made videos inspired by Disney franchises on Disney+. The initiative includes a Disney Creator Ambassador Program aimed at supporting emerging creators. This collaboration seeks to strengthen relationships with digital storytellers and allow fans to discover more content related to Disney's extensive portfolio.
Happy Tears: ‘Tennis Prince’ Final Issue Reprint Announcement
Source: https://www.advertimes.com/20260805/article553067/
Goal: Address reader demand through reprints and changes to promotional items
Claim: Reprint has been decided!
Media: Social Media, Magazine
Summary: Shueisha's monthly manga magazine 'Jump SQ.' has decided to reprint the September special issue featuring the finale of the popular manga 'Shin Tennis no Oujisama' due to high pre-release demand. Additionally, the editorial team changed their promotional strategy by stopping random insertions for supplementary items. The issue included a special CD as a commemorative item, and despite previous issues of hoarding and resale, the magazine noted a positive response towards the reprint via social media.
Oreo Teams Up with K-pop Group BTS to Introduce Limited Edition Cookies
Goal: To engage fans and create a larger message for BTS while offering a unique product experience.
Claim: I purple you
Media: Social media, fan engagement
Summary: Oreo has partnered with the K-pop group BTS to launch a limited edition of cookies featuring a purple filling inspired by the traditional hotteok pancake. The campaign encourages fans to share personal messages and offers a chance to win prizes. The cookies boast embossed designs created by BTS members, reflecting their bond with fans. Available in over 80 markets worldwide, this collaboration aims to provide consumers with new flavors and unexpected experiences, promoting the notion of connection within the brand and culture.
Think you’ve mastered the art of staying chill? SNICKERS is hiring
Goal: Promote SNICKERS Ice Cream minis and engage consumers humorously
Claim: Delivering satisfaction in perfectly snackable bites
Media: Social media
Summary: SNICKERS Ice Cream launched its first-ever 'Chief Online Chill Officer' campaign, inviting consumers to apply for a paid role to monitor and respond to heated online conversations humorously while promoting the new ice cream minis range. The campaign aims to position SNICKERS as a light-hearted antidote to online negativity, allowing the selected candidate to create content and distribute Snoickers Ice Cream coupons.
Heineken Will Reward Serena Williams’ Superfans With a Trip to the US Open
Goal: Engage fans through a nostalgic ticket stub submission for a chance to attend the U.S. Open.
Claim: Social connection is the real heart of our position.
Media: Advertising, Social Media
Summary: Heineken has launched the 'Second Serve Tickets' campaign in partnership with Serena Williams, encouraging fans to submit old ticket stubs for a chance to win tickets to the U.S. Open. The campaign is designed to deepen social connections among tennis fans and includes a creative advertisement by LePub NY featuring archival footage and animations. The initiative also aligns with Heineken’s larger campaign, 'Fans Have More Friends,' aiming to enhance the social experience around sporting events.
Jameson teams with NFL as global sponsor amid spirits market struggles
Goal: To enhance fan engagement and elevate the fan experience during NFL events.
Claim: Jameson is the perfect partner to enrich our fan engagement.
Media: broadcast, digital, and social channels
Summary: Jameson has entered a multiyear partnership with the NFL as its official spirits sponsor, replacing Diageo. This sponsorship will feature Jameson across various NFL events, including the Super Bowl and International Games, aiming to enhance fan experiences and create community connections.
Limited Cookie Edition: How Oreo Together with BTS Wants to Activate a Global Fan Movement
Goal: Activate a global fan movement
Summary: Oreo has launched a limited cookie edition in collaboration with BTS, aiming to engage and activate a global fan movement. The partnership is designed to harness the immense popularity of BTS among fans worldwide, leveraging the band's influence to increase brand visibility and engagement.
Marketing Vanguard at Cannes: Why Sports Marketing Starts With Identity ft. Uzma Rawn Dowler of MLB
Goal: To reshape baseball marketing by focusing on fan identity and integration
Media: Vidcast
Summary: Uzma Rawn Dowler, CMO of Major League Baseball, discusses the importance of fan identity in marketing at the Cannes Lions 2026, highlighting how MLB integrates partner marketing into the fan experience organically. The conversation focuses on brand storytelling, cultural relevance, and commercial growth within MLB's expansive eight-month season.
New: Rapp Argentina and Assist Card unveil a manifesto on different ways to support
Goal: To conclude the brand's support for the Argentina National Team in the 2026 World Cup.
Media: archive footage, AI-generated images
Summary: Assist Card, in collaboration with Rapp Argentina, presents 'Asistir', the final piece of communication for its sponsorship with the Argentine Football Association during the 2026 World Cup. This piece marks the culmination of real-time engagement with fans, sharing content before and after each match until the national team's return to the country.
MLS Is Ready for Its Through Pass From the World Cup
Source: https://www.adweek.com/brand-marketing/mls-world-cup-campaign/
Goal: To introduce fans to MLS players and encourage them to engage with the league through watching matches.
Claim: This is going to be one of the catalysts that’s going to explode soccer fandom in North America.
Media: national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships
Summary: Major League Soccer (MLS) has organized watch parties during the FIFA World Cup in collaboration with FIFA and Fox Sports to remain prominent in fans' minds. Following the tournament, MLS is launching its largest marketing campaign in history titled 'Thanks World, We’ll Take It From Here' aimed at engaging fans further and introducing them to its players. The campaign includes various media channels and localized initiatives by MLS clubs to attract new viewers.
Brand Collaboration: How Ottakringer-Frucade Creates a Fan Song from Social Media Comments
Goal: Engage fans and create community
Claim: Creating a song from fan interaction
Media: Social Media
Summary: Ottakringer collaborated with Frucade to create a fan song inspired by comments from social media users. This campaign aims to engage fans and foster a sense of community, showcasing how user-generated content can lead to creative marketing initiatives.
Who needs a ticket? Here are the brands bringing World Cup fever beyond the stadium
Goal: Engage fans with immersive experiences
Media: Outdoor activations, interactive experiences, live events
Summary: Budweiser engaged fans in Hong Kong with an eight-day fan carnival featuring football-themed installations, an outdoor bar, and interactive challenges as part of its global campaign 'Let it pour!'. The event aimed to recreate the excitement of matchday celebrations beyond the stadium.
What Makes ‘Chiikawa’ Different from Other IPs? An Interview with Kiddy Land Executive on Creating Stores that Fans Want to Visit
Source: https://www.advertimes.com/20260710/article550273/
Goal: To create an immersive experience for fans within the store
Claim: Experience the world of Chiikawa
Summary: The article discusses the unique approach of Kiddy Land in expanding the Chiikawa brand through physical stores, particularly Chiikawa Land, which aims to immerse fans in the Chiikawa universe beyond mere product sales. It highlights the design philosophy of creating enjoyable spaces that resonate with fans, showcasing art and scenes from the original manga to enhance customer experience and engagement.