|By PR Newswire||
|April 23, 2014 11:11 AM EDT||
EAST HANOVER, N.J., April 23, 2014 /PRNewswire/ -- Today, Mondelez International, the makers of OREO, RITZ, TRIDENT, HONEY MAID and SOUR PATCH KIDS, unveiled an innovative and engaging new campaign which highlights the unique and personal ways that fans and consumers embrace soccer – and invites people everywhere to #PassTheLove.
Beginning this month and continuing as the U.S. Men's National Team prepares for the world's largest sporting event, these beloved cookie, cracker, candy and gum brands – collectively known as the Official Snacks of U.S. Soccer – will partner with soccer stars like Clint Dempsey, Alex Morgan and Omar Gonzalez to create a consumer movement where soccer enthusiasts across the country unite to #PassTheLove of the sport.
This bold, integrated campaign – the company's largest multi-brand program to date – was designed to be sharable at its core and utilize real-time content, adaptive advertising, experiential events and ongoing consumer engagement to empower and reward consumers when they help celebrate the cheers, anthems, pageantry, rituals and all other elements that feed the spirit of soccer.
"Passion for soccer is reaching a fever pitch across the country, and #PassTheLove is a true call to action for people to share the special connection they have to the world's most popular sport," said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelez International.
Igniting a Consumer Movement
The campaign will encourage people to share what they love about soccer using #PassTheLove. These individual expressions of fandom from consumers will collectively tell a rich story about the ways people are drawn to the sport.
"This isn't about the X's and O's of the games, it's about inspiring people to #PassTheLove by sharing the personal connection they have with the sport, whether they're cheering from the stands, watching at home or playing the sport themselves," said Chriss.
The fully integrated #PassTheLove campaign will blend elements of media, retail, shopper marketing, consumer promotions, grassroots, PR and social media to create a nationwide consumer movement around soccer passion. Among the many highlights are:
- Promotion Fueled By Social Content: A nationwide promotion appearing on more than 40 million custom designed packs of cookie, cracker and candy brands that will invite consumers to share why they love soccer using #PassTheLove in exchange for the chance to win a "Game of Your Life" soccer experience that captures the excitement of a major competition, or other instant win giveaways.
- Experiential Tour & Events: A coast-to-coast grassroots tour kicking off in April, plus key events featuring U.S. National Team members Clint Dempsey (Seattle Sounders FC), Alex Morgan (Portland Thorns FC) and Omar Gonzalez (LA Galaxy) bringing #PassTheLove to life for fans and media. (Full dates and details to be announced.)
- Mobile Game: A fun, interactive game called "Free Kick Fury" on the smartphone messenger Kik, where consumers can compete in penalty kicks as Clint, Alex or Omar – complete with an engaging "Pactivation" overlay allowing consumers to redeem upgrades found on more than 2 million on-pack codes.
- In-store Displays: #PassTheLove featured on more than 17,000 in-store displays at retailers across the country.
- Dynamic Media Campaign: Adaptive digital advertising, including a partnership with BLINK Studios.
- Multicultural Focus: A full-scale multicultural media plan tailored for Hispanic consumers that includes partnerships with relevant media outlets like Univision.
Celebrating Personal Connections
#PassTheLove is a mantra that not only resonates with consumers, but also with elite athletes like Dempsey, Morgan and Gonzalez who will take part and fuel the campaign.
"There's no doubt the passion for soccer in this country will be on full display this year, and what I like most about #PassTheLove is how it taps into that enthusiasm and celebrates the culture that surrounds the sport," said Dempsey, a star on the U.S. Men's National Team.
"Everyone has something that drew them into soccer, whether it's a game, a ritual, a coach or some moment that made them stand up and cheer," said Morgan. "What excites me most about the campaign is the way it celebrates these distinctly different ways people grow to love our sport – and finds ways to #PassTheLove on to others."
The designation of Official Snacks of U.S. Soccer extends to the cookie, candy, cracker and gum categories and is 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.
"We're excited about the #PassTheLove movement because it will continue to fuel the passion and excitement around soccer in the United States," U.S. Soccer President Sunil Gulati said when the partnership was announced in October 2013. "The sport has enjoyed explosive growth in recent years, and this campaign will help celebrate the many reasons fans and athletes are embracing soccer like never before." For complete details about the contest, including entry requirements, visit www.passthelove.com.
About Mondelez International
Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2013 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, Oreo, LU and Nabisco biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
About U.S. Soccer:
Founded in 1913, U.S. Soccer is the non-for-profit, governing body of soccer in the United States and has helped chart the course for the game for more than 100 years. During this time, the Federation's mission statement has been clear and simple: to make soccer, in all its forms, a pre-eminent sport in the United States and to continue the development of soccer at all recreational and competitive levels. To that end, the sport's development and growth in the United States during the past 25 years has been nothing short of remarkable as U.S. Soccer's National Teams have continually succeeded on the world stage and, with the assistance of its members, the fan support and participation in the game continues to reach new heights. For more information, visit ussoccer.com.
About Soccer United Marketing
Founded in 2002, Soccer United Marketing (SUM) is the preeminent soccer business company in North America. SUM holds the exclusive rights to the most important soccer properties in the region, including: all commercial rights to Major League Soccer; the United States Soccer Federation; promotional and marketing rights to Mexican National Team games played in the United States, and the CONCACAF Gold Cup™. SUM also manages promotional and marketing rights in the United States for Mexico's most popular sports team, Club Deportivo Guadalajara (Chivas).
In 2009, SUM announced the creation of the MLS Digital Properties, the only soccer advertising network of its kind, covering all facets of the sport in the U.S., and which allows advertisers to reach millions of soccer fans via online advertising and sponsorships campaigns. These global properties are represented by SUM's slogan: One Sport. One Company.™ For more information, please visit www.SUMworld.com.
Founded in 2009, Kik Interactive Inc is the maker of Kik Messenger, the fast, simple, and personal mobile messenger with a built-in browser, that allows over 120 million people across the globe to talk, browse and share content with one another. Kik continues to grow rapidly, with over 275,000 new people joining every day. Kik is the way people love to connect in mobile, and share the things they care about with the people they care about. Kik Interactive believes the future of smartphone era computing is in the mobile web. Kik is committed to building a cutting-edge HTML5 platform, making it easy for developers everywhere to optimize, distribute, and monetize new experiences for the mobile web. Kik Interactive is a privately-held company headquartered in Waterloo, Ontario, Canada.
SOURCE Mondelez International
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Sep. 29, 2016 01:30 PM EDT Reads: 4,444
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Sep. 29, 2016 01:15 PM EDT Reads: 305
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
Sep. 29, 2016 01:15 PM EDT Reads: 2,904
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Sep. 29, 2016 01:15 PM EDT Reads: 3,009
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Sep. 29, 2016 01:00 PM EDT Reads: 1,686
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Sep. 29, 2016 12:45 PM EDT Reads: 5,131
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
Sep. 29, 2016 12:30 PM EDT Reads: 1,743
Most of us already know that adopting new cloud applications can boost a business’s productivity by enabling organizations to be more agile and ready to change course in our fast-moving and connected digital world. But the rapid adoption of cloud apps and services also brings with it profound security threats, including visibility and control challenges that aren’t present in traditional on-premises environments. At the same time, the cloud – because of its interconnected, flexible and adaptable...
Sep. 29, 2016 12:30 PM EDT Reads: 1,758
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
Sep. 29, 2016 12:00 PM EDT Reads: 440
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Sep. 29, 2016 12:00 PM EDT Reads: 3,139
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
Sep. 29, 2016 11:45 AM EDT Reads: 2,596
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Sep. 29, 2016 11:30 AM EDT Reads: 2,157
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Sep. 29, 2016 11:00 AM EDT Reads: 301
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Sep. 29, 2016 11:00 AM EDT Reads: 413
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 29, 2016 11:00 AM EDT Reads: 3,522