How Disney Advertising and Mercedes-Benz Take College Football Beyond Traditional Ads

The groups are building on last year’s mixed reality activation

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What college football fan could forget 11:59 p.m. on Dec. 31, 2022, when a last-second Georgia field goal knocked Ohio State out of the semi-final game at Mercedes-Benz Stadium?

Not anyone who watched on ESPN, that’s for sure. But earlier in the Peach Bowl, TV viewers saw a unique Mercedes-Benz mixed reality integration, where the brand raced four of its electric vehicles around the stadium.

That single activation outperformed the median 2023 CFP National Championship ad by over five times, and according to Ad Multiplier, the brand would need to air 62 ads across primetime broadcast and cable programming to generate as much impact as the mixed reality integration.

Now, Mercedes-Benz is returning as a multiyear sponsor, and partnered with Disney’s in-house creative agency Disney CreativeWorks to develop custom content for social airing throughout the season.



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