Marketing enlists Peter Shilton for social media promotion

Posted by Phil Davies on enlists Peter Shilton for social media promotion

Former England World Cup goalkeeper Peter Shilton has been signed up by 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.


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