- Keurig Dr. Pepper and Disney Advertising are ramping up an ongoing collaboration with latest initiatives around enhancing digital fan engagement in the course of the college football season, the businesses announced.
- The partnership will include sponsored content across marquee sports programming on Disney-owned properties like ESPN, in-game augmented reality integrations and targeted marketing that leverages retail and media consumption data.
- Digital data and insights will likely be used to tailor ads that align with a viewer’s fandom, based on a broadcast report. Hardcore fans could see content based on a team or conference, while more casual fans would get more general fare.
Deepening Dr. Pepper’s relationship to college football is a top priority, CMO Drew Panayiotou told Ad Age. The executive joined the packaged goods company as its CMO last fall with a mandate to speed up the corporate’s digital marketing. The latest iteration of its ongoing collaboration with Disney Advertising sees the CPG marketer construct upon Dr. Pepper’s eight-year-old “Fansville,” an episodic campaign set in a fictional college town while leveraging Disney’s promoting and entertainment offerings to increase the sports marketing push.
The firms will bring together proprietary data to develop insights and models to develop personalized content for fans and make the most of Disney’s internal dynamic content engine to create 1000’s of versions of ads for audiences. Additional layers of the partnership include weekly integrations in the course of the commercial-free hour of “The Pat McAfee Show” on ESPN and a documentary-style show covering the 17-year history of the Dr. Pepper Tuition Giveaway, in addition to mixed reality integrations of Fansville series elements into live college football broadcasts on ESPN and ABC.
The goal is to bring fans together with “the precise message at the precise moment,” Panayiotou said in an announcement concerning the partnership’s evolution. The marketer also expects to take a brand new approach to media buying based on the lifetime value of an audience, quite than simply media reach.
The news comes as live sports stays a key focus for brands and media/entertainment firms trying to grab the eye of consumers. With competition heating up within the live sports area, Disney recently launched ESPN as a direct-to-consumer streaming service that could be integrated with its Hulu and Disney+ offerings or purchased as a standalone offering. The ESPN streaming service also includes the recently acquired NFL Network and other high-value sports properties.
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