Observed Signal · Jul 23, 2026 · Campaign Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Brand USA launches World Cup 'More to Love' campaign
Brand USA launched a social campaign called 'More to Love' that went live on the day of the World Cup final. The series uses fan-shot footage and videos set to 'Take Me Home, Country Roads' to thank international visitors and invite them to return. From July 20 the organisation added paid amplification on Facebook, Instagram and TikTok across seven countries (Argentina, Australia, Brazil, India, Japan, South Korea and the UK & Ireland). Brand USA says the creative was informed by insights from its AI-enabled trip-planning hub, America the Beautiful Game, which showed fans planned road trips and visits beyond match attendance. The campaign deliberately uses personal-sounding copy despite the platforms' inability to target by travel history.
Illustrates a creative paid-social approach and use of AI insights for tourism marketing; tactically relevant to paid-social practitioners but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Brand USA launched a social campaign titled 'More to Love' that went live on the day of the World Cup final.
- From July 20, Brand USA added paid amplification on Facebook, Instagram and TikTok in Argentina, Australia, Brazil, India, Japan, South Korea and the UK & Ireland.
- The campaign uses fan-shot footage and copy written to sound like a personal message to visitors who attended the tournament.
- Brand USA attributes the campaign approach to insights from its AI-enabled trip-planning hub, America the Beautiful Game.
- Facebook, Instagram and TikTok ad tools cannot target by travel history, so Brand USA used national buys that reach both attendees and non-attendees.
Connected Companies & Entities
2 Entities mapped“From July 20, Brand USA added paid amplification on Facebook, Instagram, and TikTok in Argentina, Australia, Brazil, India, Japan, South Kor...”
“From July 20, Brand USA added paid amplification on Facebook, Instagram, and TikTok in Argentina, Australia, Brazil, India, Japan, South Kor...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Roundup: Biggest World Cup 2026 Ad Campaigns
The Drum published a rolling roundup (2026-05-01) of the major advertising campaigns tied to the FIFA World Cup 2026. The article catalogs brand creative from official sponsors and marketers — including Adidas, Nike, Coca‑Cola, Pepsi, Budweiser, McDonald’s, Visa, Deliveroo, DraftKings and others — highlighting spot concepts, featured talent, agencies and channel plans (TV, digital, OOH, social, experiential). Notable creative approaches include Adidas’s 'La Preparación Americana' (Lionel Messi), Nike’s 'Rip the Script', a multilingual AI‑dubbed spot for Pantalones using Matthew McConaughey’s voice via ElevenLabs, and a joint Deliveroo/DoorDash/Wolt campaign. The piece emphasizes how brands are activating across global and local markets to capture tournament-viewing rituals, fan culture, and travel/retail moments throughout the competition.
MLS Launches Biggest Coordinated Marketing Campaign
Major League Soccer launched its largest coordinated marketing campaign, "Thanks World, We’ll Take It From Here," on July 13, 2026, timed to the World Cup semifinals and the league’s July 16–17 season return. The national effort uses an Amazon Music Original cover of "Can I Kick It?" (produced by DJ Premier and sung by Samara Cyn) and spotlights global icons, celebrity club owners and MLS stars including Lionel Messi. It runs across broadcast, streaming, digital, social, out-of-home and local club activations; 15 clubs shot and deployed localized creative in January and 22 clubs are offering a "First Match On Us" free‑ticket program with digital follow-up to drive conversion. MLS built an 18‑month media‑mix model with Ipsos to attribute channel impact and is preparing an 18‑month calendar‑alignment push as it transitions to a fall‑to‑spring schedule beginning February 2027. CMO Radhika Duggal stresses consistent, data‑driven week‑to‑week engagement to turn awareness into lasting fandom.
Brands' Lessons from the World Cup 'Great American Sleepover'
Victoria Anderson of agency 160over90 reflects on marketing lessons from the 2026 World Cup’s informal ‘Great American Sleepover,’ arguing that brands earned affinity by removing frictions and providing utility rather than only spectacle. Examples include Stella Artois reimbursing fans ($100,000 pot) and creating a Work From Bar HQ pop-up; Uber deploying a tissue-box truck and offering 30% off rides (capped at $7) for eliminated teams; and Coca-Cola running Fan Zone activations and creating airport viewing spaces. Anderson emphasizes designing for utility first, honoring organic culture, and building lasting memories rather than one-off moments. The piece was published on 2026-08-07.
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