Peugeot ties with Facebook for #KickItToBrazil campaign, but denies World Cup ambush plan

Peugeot has tied up with Facebook to launch a football-themed digital campaign called 'Kick it to Brazil', as it looks to capitalise on interest in this summer's World Cup.

Peugeot: denies World Cup link with #KickItToBrazil campaign
Peugeot: denies World Cup link with #KickItToBrazil campaign

The French car manufacturer, which is not an official World Cup sponsor, will transport a football across 30 countries, before arriving in Brazil on the eve of the tournament.

Consumers will be able to track the progress of the football through dedicated Facebook and Instagram pages using the hashtag #KickItToBrazil, as well as via a microsite, as it travels in Peugeot vehicles from Paris to the heart of the Amazon.

Peugeot said it is looking to create a "strong link" between the brand and "multiple generations worldwide", in particular outside Europe where the company said it is experiencing "strong growth".

The company also hopes to raise awareness of its Forestry Carbon Sink sustainability project in Brazil, through which it has already planted two million trees representing 50 different species.

Peugeot statement said: "With an international media network of more than 1.2 billion active users, of which 945 million connect via smartphone, Facebook is the obvious media partner to help support this global operation."

With Hyundai and Kia Motors the official automotive partner of the 2014 World Cup, Peugeot may find itself accused of "ambush" marketing.

However, a spokesman denied there was any link with the FIFA competition, stating Peugeot was looking to promote the Carbon Sink project it has been running since 1999. 

FIFA is yet to respond to Marketing's request for comment.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).