Gillette Teams Up with YouTube to Provide Soccer Highlights reports YTPros.com

(I-TravelNewswire.Com, October 17, 2012 ) San Francisco, CA- A beta of Gillette’s Football Club now allows fans in the EMEA region to personalize a soccer channel with relevant content tailored to their specific team interests.

The channel will bring together goals, highlights, and behind the scenes video. All clubs and franchises in the EMEA region, including Spain, Italy, and 40 clubs around the world will be involved.

It is clear, however, that there is no partnership between English Premiere League and Yahoo!. Sky Germany, Media Pro Spain, and TalkSport, as well as ESPN in the UK will work with YouTube in the deal.

A Squawka powered index tool will match the 11 best players in the region each week to the “Gillette Team of the Week.”

Vice President of EBusiness for Gillette at P&G Alex Tosolini said he thinks it is possible to foresee millions of viewers as the inherently social sharing amongst individuals are so prevalent. The platform is part of a wider P&G strategy for innovative platforms as it expands globally.

“We define the task of building brands as trying to establish lifelong, one to one, in real time relationships with every single consumer in the world,” Tosolini says. Adding, “P&G has previously talked about digital or mobile as new activities, we’re now talking about brand building in a digital world. The number one priority for our marketers is to build the best brand in a world that is digitally connected, in a way that wasn’t possible before.”

The program will have more than 150 channels contributing content, making the platform the largest YouTube has ever partaken in. P&G may also use the model for other interests, such as housing its ongoing Olympics partnership. As of now, there are no implicit plans are set for such a deal.

Tosolini noted that the platform would continually evolve. If it remains relevant, then it will not change.

“We have a platform and we want to learn [from it] - at the end of the day the judge will be the consumer,” he stated, and then adding, “There are three things that will make it last. Firstly, if we continue to have consumer interest in the content, secondly if the brand is able to establish a long-term relationship and through it build brand equity and business, and thirdly if YouTube’s curated content becomes consumers’ first choice for content, I don’t see why it should stop.”

Gillette is also collaborating with Street Football World, which looks to change the lives of young people through education, training, and health programs.

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