UM and Más+, Lionel Messi’s drink company, team up to promote the global superstar’s upcoming one-on-one street soccer tournament in Toronto. The 1v1 World Crown is a fast-paced game, with women and men players competing in a final in front of Messi for a $5,000 prize. UM led the media campaign, which included paid social on Meta and TikTok, and boosted influencer posts. Additionally, UM targeted key demographics interested in sports or global soccer leagues and geo-targeting postal codes around soccer fields/stadiums and community centres.
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