Amp spotlight: Industry leaders take a look at their favorite sports-themed campaigns of the year so far, and how sports can be a natural fit for brands
“March Madness encapsulates the thrill of the game—teams, players, plays, referee calls, beers, chicken wings and more beers. Amid this frenzy, how does a brand without a partnership engage an audience and be remembered? Oreo found a brilliant way.
By drawing a simple yet powerful connection between their iconic cookie and the referee’s striped jersey, they engaged their audience in real-time. This perfect second-screen experience allowed fans to follow the game’s calls while discovering new ways to enjoy their Oreos. Such simplicity not only entertains but also creates lasting brand associations. Now, whenever I see a referee in a basketball game, I will be reminded of Oreo’s creative genius and might just crave a cookie. —Harsh Kapadia, chief creative officer, MRM”