"Our strategy is not about necessarily being in every sport. We're making deliberate choices about growing sports - sports that are widely adopted and people are excited about. This is the first year the "No Lay's, No Game" campaign is being extended to the World Cup as more marketers look to expand their sports marketing portfolio."
"Brands will keep investing heavily there in sports, but the marketing increasingly has to extend beyond the broadcast - into bars, phones, group chats and real-world fan experiences. The chat is through WhatsApp Channels, which are one-way broadcasts rather than a traditional conversation, open to anyone with users limited to likes and shares."
Lay's is leveraging Meta's WhatsApp to create an intimate group chat experience featuring celebrities like Lionel Messi, David Beckham, and Thierry Henry during the FIFA World Cup. This initiative extends the brand's fourth-year "No Lay's, No Game" campaign beyond traditional sports marketing. The strategy reflects a shift away from expensive single ad slots, with some brands paying up to $10 million for Super Bowl spots. WhatsApp Channels function as one-way broadcasts allowing users to like, share, and engage through quizzes and guides. This approach targets second-screen engagement where fans react to sports moments in real time, reaching global audiences outside traditional social media platforms while building first-party data.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]