Adidas has recently created two similarly cool retail activations in Amsterdam and London, surprising shoppers with guest appearances by popular football players. In both cities, fans were in (positive) shock, making for some entertaining videos. Read more…
David Beckham plays Beethoven’s “Ode to Joy” in this new video from Cheil USA for Samsung Galaxy:
Italy, Gillette has started a mobile competition tergeting football fans. On the Gillette gels and razors packaging buyers find a code to be texted to a special number with the answer to a quiz question. Winners are notified immediately and will receive a Fifa World Cup 2006 football ball. The competition then goes a step further: by visiting the website www.gillettem3power.com users can enter a draw to win a trip to Madrid with the chance to meet David Beckham, Gillette’s testimonial.
In the United Kingdom the use of celebrities in advertising is declining. A new report by WPP research points out only one in eight ads now feature a celebrity, marking a decline in usage from 21 to 13 percent in the past five years. Brand Republic explains the usage in celebrities goes in waves, so we might expect a rise in the next future. Picking the right testimonial can prove an incredibly powerful move for brand promotion. This is probably what L’Oreal has in mind since it’s offering David and Victoria Beckham a multi-million deal to promote its hair care products.
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