Former England World Cup goalkeeper Peter Shilton has been signed up by Icelolly.com for a social media promotional push.
The tongue-in-cheek summer campaign by the holiday metasearch engine sees Shilton being asked a series of pre-and-post match questions in ten-second spots that play on the fact that a goalkeeper’s job is to ‘save’.
The short films, which can be viewed on icelolly’s blog page and across social media channels including Facebook, Twitter, YouTube and Instagram, begin with a football-themed question.
However, Shilton’s responses firmly position icelolly as the “go-to” metasearch engine for comparing holiday deals.
The pre- and post-match spots premiered before England’s first World Cup game against Tunisia on Monday and will air through England’s remaining games and beyond over six-weeks.
The Peter Shilton Save campaign builds on the success of icelolly’s brand-building initiatives since the turn of the year.
These include sponsorship of ITV’s Keith & Paddy’s Picture Show, a partnership with McDonald’s for its Monopoly campaign and ongoing regional weather sponsorship across regional Capital Radio stations.