BOSTON: Proctor & Gamble's Gillette brand is partnering with EA Sports as part of a global marketing effort to promote the brand to male gamers from ages 18 to 34.
Gillette is helping to host the Gillette-EA Sports Champions of Gaming tournament, in which gamers compete to win the opportunity to play against sport celebrities like Tiger Woods and Derek Jeter in February. The online gaming competition began October 31 and will continue through several qualifying rounds with Xbox Live services.
“This is an idea we've brought forward to reach guys in a nontraditional way... We know guys are passionate about gaming and competitive about it,” said Mike Norton, director of communications at Gillette. “We wanted to bring them closer to the brand in a unique way.”
The effort reflects the brand's strong reliance on sports marketing efforts like Gillette Stadium and its MLB sponsorships, Norton said.
In North America, lead agency Porter Novelli will focus on brand work. It also created global tool kits for various major markets. Taylor PR will assist on sports marketing. Celebrity athletes like Roger Federer and EA Sports games will be promoted in European and Asian markets by regional agencies, Norton added.
Though the team reached out to gamers this summer, efforts to solicit entries began recently with a focus on b-to-c media outlets, said Jimmy Szczepanek, VP at PN. Around the event, it will also pitch sports and entertainment outlets.
An online “virtual press conference,” where gamers can upload images and trash talk about competitors, recently went live.
“We want to understand men... and [align] with how... they spend their free time,” Norton said. “Gaming is a large part of it. We're bringing those insights together.”