Benjamin Li
May 22, 2014

Caltex activates Supa Strikas sponsorship to coincide with football fever

SOUTHEAST ASIA - Caltex is expanding on its title sponsorship of the Supa Strikas animated TV series with a social-media football trivia challenge for its 800,000 Facebook fans in Asia.

Caltex activates Supa Strikas sponsorship to coincide with football fever

While stressing that the brand is not an official FIFA World Cup sponsor, Brian Fisher, Caltex brand manager based in Singapore, talked to Campaign Asia-Pacific about what the brand has in store during this football-mad season.

The quiz will be hosted on the Supa Strikas Facebook site in Southeast Asia, which has more than 800,000 fans. Twenty questions will be published from 26 May through 6 July, and two to three posts a week will be presented by Supa Strikas 'star players', all of whom wear Caltex shirts.

All participants will be entered into a drawing to win one of five hampers containing a Supa Strikas Football and a Samsung Galaxy S5.

The campaign focus is mainly Singapore, Malaysia, Thailand and the Philippines.

Each episode of the half-hour animated TV show runs 69 times across different TV channels including Sports + Action TV, part of ABS-CBN group, in the Philippines and the Disney Channel in Malaysia, Singapore and Indonesia. Fans also get to enjoy a new interactive comic for tablets once every two months.

"It is a very good way for us to do brand exposure to younger customers from 8 to 18 years old, who are not drivers yet but could be potential drivers in future," Fisher said. Girls tend to enjoy the good-versus-evil storylines in the show, while boys follow the soccer action, he said.

Reported early this month, Coca-Cola also did a World Cup quiz through QR code and the Coke can to engage with their fans in Hong Kong.



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