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Continental is one of the world’s leading independent tire manufacturers, producing tires for a wide variety of cars, vans, trucks, buses, and even bicycles. They operate globally, with locations and sales in over 55 countries and manufacturing plants in 17 countries.
Soccer (a.k.a. football) is the most popular sport in the world, with an estimated 3.5 BILLION fans worldwide. As a fellow global giant, it’s no surprise that Continental Tire partnered with Major League Soccer (MLS) in 2010. Continental uses this platform to showcase its premium products and employ engaging sports experiential marketing tactics that appeal to the very large – and very passionate – MLS fan base.
According to Jen Cramer, MLS Executive Vice President of Partnership Marketing, “What makes this partnership truly special is Continental Tire’s ongoing commitment – not just to the game, but to the fans that fuel it.”
With billions of fans worldwide, there’s no denying the popularity of soccer. But as an MLS partner, Continental Tire wanted to bring fans deeper into the league experience and fuel community pride.
The goal: drive MLS fan engagement beyond broadcast matches. To create a memorable and meaningful in-person experience that brought fans closer to the game they love.
Continental sought a more multi-layered and strategic sports experiential marketing approach, blending in-stadium connection with an interactive digital experience.
To ignite soccer fandom across the U.S., Continental Tire and MLS hit the road with MoZeus to deliver a mobile fan experience that blended trivia, tech, and tangible rewards. Highlights of this interactive sports activation included:
This sports experiential marketing campaign wasn’t just a stop-and-go set-up – it was a full-blown fan engagement engine on wheels.
This high-traffic, interactive sports activation drove lead gen while keeping the focus on fun, fandom, and fierce competition.
Interactive activations like soccer trivia, photo-ops, and spin-to-win rewards created compelling reasons for attendees to participate with the brand, driving MLS fan engagement and forging deeper connections with the young and engaged fan base.
Lead gen was a major success with Continental’s sports experiential marketing campaign thanks to MoZeus. Our scalable digital data capture solution allowed the brand to quickly and accurately capture personal data from driver’s licenses, automatically populating first-party data such as names and addresses. This valuable data was routed to their CRM in real-time, streamlining operations and enabling personalized consumer messaging post-event to build stronger relationships.
For this sports experiential marketing campaign, MoZeus crafted a highly tailored experience that seamlessly blended interactive photo activations, gamification, and digital data capture. The result: valuable lead gen and an interactive sports activation experience MLS fans won’t soon forget.
There’s no such thing as a boring marketing campaign or product launch with MoZeus. Our brand activation agency provides fun and engaging customer engagement solutions designed to amplify reach, boost ROI, and help brands connect with consumers in a meaningful way.
Have an idea? Want to create your own sports experiential marketing experience?
