Welcome back to The Activation, where we breakdown branded worlds across sports and entertainment.
Our aim, to make you the smartest person in the room when it comes to sports and entertainment sponsorship activation.
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ACTIVATION SPOTLIGHT
Google Pixel: A breakdown of one of the smartest activations in football right now
This week, we’re looking at how Google Pixel quietly became the most visible sponsor in English football by doing something refreshingly simple.
Let’s cut to the chase.
We tracked all the “Shot on Pixel” branded posts from their partners at Liverpool, Arsenal and the Lionesses from the last 6 weeks (from 1st July).
What we saw is pretty impressive.
80 posts across Liverpool, Arsenal, and the Lionesses channels split over TikTok, Youtube Shorts and Instagram
That’s an average of almost 2 “Shot on Pixel” posts going out per day
119 million + views total views
7.8 million + total likes
Is there another sponsor who gets as many consistent branded posts at Pixel?
And just as impressive as the stats is the perceived total buy in and ease of authentic activation from all rights-holders.
Each rights-holder is clearly bought into the idea, but none are following the same script.
Instead each club has been given the freedom to build their own creative style within a shared “Shot on Pixel” world.
Let’s breakdown the different approaches and learnings that all rights-holders and brands can be taking into their own partnership activation strategies.
Disclaimer: All analysis and assumptions are opinions from an external perspective only.