Men’s grooming brand Gillette has announced that the popular online football game I AM PLAYR will be the latest addition to its Gillette Football Club line-up.
The site brings together all the goals and highlights from European football under one domain for free and will now be bolstered by the ability to assume the life of a virtual footballer both on and off the pitch.
Intermingling live action video with first person 3D gameplay the title allows players to experience life in top flight football, interlaced with a series of Gillette products.
Players will, in future, also be given the opportunity to become the ‘face of Gillette’ by acting as a virtual brand ambassador.
Alex Tosolini, Vice President, E-Business for P&G, says “Gillette has a long track record in bringing men closer to their sporting passions and we have taken this to the next level with the Gillette Football Club. This new partnership with We R Interactive will enhance the experience for both football fans on Gillette Football Club and I AM PLAYR users. It builds on our vision to ultimately deliver the best a fan can get with a complete online football experience.”
Paul Whitehead, Global Commercial Director, We R Interactive, the creators of I AM PLAYR, said: “The Gillette brand has a long-standing association with football and connecting that to I AM PLAYR’s global audience of more than 6.8 million males makes it a perfect fit for our game. This global partnership and in particular the innovative sports science centre will really enhance the user experience for I AM PLAYR and help drive registrations to the Gillette Football Club, with a range of exciting new in-game experiences planned for the very near future.”