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Gillette Football Club launches online football gaming with We R Interactive28 November 2012LONDON -- (PRESS RELEASE) -- Following the global launch of the Gillette Football Club, Gillette has today announced a gaming partnership with U.K.-based social entertainment company, We R Interactive. In the global, multi-layered partnership aimed at driving registrations to the Gillette Football Club, We R Interactive’s award-winning online football game, I AM PLAYR, will feature as the first and only game on the Gillette Football Club. Gillette will also be woven into I AM PLAYR through a host of innovative narrative integrations available to I AM PLAYR users who subscribe to Gillette Football Club, starting with a Gillette Sports Science Centre. Focused around optimizing match day performance and building confidence – a core Gillette brand value - the Gillette Sports Science Centre will give I AM PLAYR users opportunities to meet with the Gillette Sports Science Centre staff: a Head of Sports Science, Sports Psychologist and Elite Performance Director, who will provide specialized treatments that boost the user’s on-pitch abilities, such as shooting, dribbling and passing. Gillette products will also be heroed in pre-match routine videos, to reinforce the link between the Gillette brand value of confidence and its relationship with elite sporting performance. Further future integrations will include I AM PLAYR users being offered the chance to become the face of Gillette as a virtual brand ambassador. I AM PLAYR is the first online football game that lets the user play the life of a professional footballer both, on and off the pitch. Through a fusion of live-action video featuring top Premiership players, interactive storytelling and first-person perspective 3D game play, the game has grown a large global audience, with over 6.8 million players playing across 220 countries. The live video content complements the main benefit of the Gillette Football Club: to provide fans with HD quality goals and highlights from top football leagues and clubs in Europe. Gillette’s long-standing association with football and I AM PLAYR’s audience of more than 6 million 16-to-34-year-old males is a perfect fit. This is a first-of-its-kind partnership for Gillette that demonstrates its shift to using innovative digital platforms as part of its global brand building activity to establish lifelong, one to one, in real-time relationships. Alex Tosolini, Vice President, E-Business for P&G, says, “Gillette has a long track record in bringing men closer to their sporting passions, and 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.” Paul Whitehead, Global Commercial Director, We R Interactive, commented, “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. As a result, We R Interactive is quickly becoming the de facto home for global brands in gaming.” |