Paula Radcliffe has joined forces with advertising company Seedtag, fronting the global Summer of Sport brand campaign, which aims to 'help brands understand how their Contextual AI can leverage heightened interest around sporting events to maximise the results on their advertising campaigns'.
The campaign, which runs over the course of the Tokyo 2020 Olympics, will also include videos focusing on the top six values of sports, and the British long-distance runner will speak about the core values athletes rely on to be successful.
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Seedtag has partnered with Paula Radcliffe to help brands understand how their Contextual AI can leverage heightened interest around sporting events to maximise the results on their advertising campaigns, without the use of cookies or collecting personally identifiable information (PII). Seedtag can deliver highly visible advertising campaigns to more than 500 million users as they view pictures and content across more than 3000 premium publishers.
Over the course of the Olympic Games, Seedtag will be releasing videos about the top 6 values of sports. Appearing in each video, Radcliffe discusses the main values that athletes rely upon for success, and how she has embraced each value during both her professional career and personal life.
The 6 specific values - extracted from all of the sports content published in the past months by Seedtag’s Contextual AI technology - are: adapting and overcoming adversity, dedication and passion, teamwork, perseverance, integrity and goal setting. Radcliffe will discuss each value, explaining what each one means to her and the wider sporting world.
Key highlights from the video campaign include: Radcliffe discussing her dream dinner guests, her predictions for the Olympics, as well as her dream all-time Olympic team. She also took part in two fun challenges: sliding an Oreo cookie from her forehead into her mouth, and stuffing as many M&MS as she could into her mouth.
Global Events and Activations Manager of Seedtag, Nicol Flores, commented, "Paula Radcliffe is one of the finest athletes of the 21st century and an incredible role model. We couldn’t think of anyone more befitting for our Summer of Sports campaign than Paula, who perfectly encapsulates all six of the top sporting values."