Pineda shared that Diageo is the first-ever spirits partner for FIFA and they’ve run with it, creating tailored campaigns based on location. In Mexico, for example, they developed a huge campaign with Don Julio, including a limited-time Don Julio bottle that’s an homage to the World Cup trophy.
“People will pick the bottle up and showcase it, much like soccer players that win the trophy do at the end of the World Cup,” explained Pineda. “So, it’s about finding those moments of connection.”
McGaw agreed that there is power in community connection, sharing that Screenvision Media is leaning more toward in-person experiences as well, including recent watch parties for the BET Awards in three cities and product sampling with L’Oreal around The Devil Wears Prada 2 before and after the show.
“The experiential opportunity that cinema delivers for your creative—in addition to a 40-foot screen and surround sound—is very unique,” said McGaw. “It’s this opportunity for advertisers to have consumers not just experience their brand on a screen, but experience the brand in real life, in person, when they’re in an environment that is already leaning into being out more and more likely to shop before or after a movie.”
