Crazy / Brilliant

New adventures in audience (and ROI) building

BY VICTORIA AHEARN

Soccer TikTactics

TikTok has inked a multiyear partnership with Major League Soccer (MLS), which will integrate the video sharing platform into every game through in-stadium activations and see creators paired with MLS clubs to generate content. With more than 285 billion views on the hashtag #soccer on TikTok, both the platform and MLS seem poised to score audiences under the deal.

Bell, Snap,

Swish

Bell and Snap dunked a first-ever, multi-user AR experience on Toronto Raptors fans this season. The Bell 5G Shot Clock Challenge let anyone in Scotiabank Arena with a 5G device compete by shooting hoops using a Snapchat AR lens during four games. Letting fans in on the game (and leaving 4G laggards with just a single-player version) may be the most compelling 5G use case yet.

Next Top Candyfluencer?

Taste the rainbow of brand integration: Streaming network FilmRise and Venture 10 Studio Group partnered with Skittles manufacturer Mars Wrigley on original reality competition Follow Me The series sees aspiring social media stars creating original content inspired by Mars Wrigley products, which also include Starburst and M&M’s, for viewer votes.

Roku knows what you want… in your cart

A new partnership between Roku and online grocer Instacart wants to punch up marketers’ ROI story. The streamer is combining its first-party data with Instacart’s insights to measure ad impact on e-commerce purchases. The win-win data collab hopes to make ad investment more efficient for advertisers, and more relevant to consumers.