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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