Gillette aims to further enhance its association with sports performance and drive registrations for its Gillette Football Club through a tie-up with We R Interactive the social agency behind the online game IAM PLAYR.
As part of the deal, the Gillette brand will be woven into the I AM PLAYR game – an online football game that lets participants experience the life of a professional footballer both, on and off the pitch using live-action video and 3D gameplay.
I AM PLAYR has over 6.8m registered users across 220 countries with the first execution in the tie-up seeing the P&G brand woven into the narrative of the video with online video tours of the Gillette Sports Science Centre where ‘experts’ offer tips on improving match day performance.
Alex Tosolini, VP for e-Business at P&G, said the first of its kind tie-up for Gillette represented a shift in strategy towards using digital platforms as part of its global brand building activity.
“we have taken this to the next level with the Gillette Football Club. This new partnership with We R Interactive will enhance the experience for both football fans on Gillette Football Club and I AM PLAYR users, and builds on our vision to ultimately deliver the best a fan can get with a complete online football experience,” he said.
Paul Whitehead, global commercial director, We R Interactive, said, “We’ve built a growing global audience across our portfolio of games and have established a track record of creating innovative partnerships that allow brands to credibly engage with consumers on their own terms and to a much deeper level compared to other media.
I AM PLAYR is available to play in the Gillette Football Club.