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product news: Mars urges England fans to #Believe

13 May, 2016

Mars is launching a multi-channel campaign to galvanise the nation’s support of the England football team ahead of Euro 2016.

The new #Believe campaign coincides with the brand’s display of support on pack and is backed by a media investment of more than £5m which will run across TV, cinema, radio and digital in the build up to, and throughout Euro 2016.

Mars will also call on the public to submit ‘singing selfies’ – filming themselves as they sing the lyrics to an England song and sharing this online using the campaign hashtag #Believe.

The campaign for ‘singing selfies’ will culminate on the same day as England’s first game of the Euro 2016 tournament – June 11th – when Mars will release a film featuring with all of the selfies amalgamated together as a message of support to the players.

Greg Kent, Mars brand manager, said: “International football tournaments ignite the passion of England fans like no other sporting event. Up to 20 million people are set to watch each match at Euro 2016 with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during a game.

“As we all know, the twelfth man can make all the difference in football, and through our multi-channelled campaign we hope we can give the England football team the extra edge they need to go all the way in France.”

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www.mars.com

Keywords: Mars, #Believe