Dive Brief:
- Avocados From Mexico is tapping into Super Bowl and sports betting hype with the launch of a synthetic intelligence expertise known as the Prediction Pit, per a press release.
- The Prediction Pit, accessible via microsite, features a sensible AI avatar modeled after comic Rob Riggle, who takes on the function of Guac Guru to supply shoppers stay soccer predictions and commentary that evolve as real-world inputs shift.
- The expertise, made with digital and inventive company 270B, additionally will serve guacamole recipes custom-made to all 32 skilled soccer groups. The transfer builds on an AI activation from the model final 12 months that included a partnership with NFL icon Rob Gronkowski.
Dive Insight:
Avocados From Mexico is once more betting on AI to attraction to soccer followers with the Prediction Pit, an interactive expertise that enables shoppers to entry up-to-date predictions by means of Guac Guru Riggle. The transfer follows an activation launched around the same time last year known as the Guacline, an expertise that related soccer followers with “Gronk AI,” a digital model of Gronkowski, that supplied shoppers suggestions and recipes forward of the Super Bowl.
Running by means of the Super Bowl, the Prediction Pit allows shoppers to obtain always-on, up-to-the-minute predictions tailor-made to a person’s identify and favourite crew. Each prediction can also be joined by a customized video designed to amplify the marketing campaign’s attain on social, per launch particulars. The transfer sees the model trying to money in on the recognition of sports betting, with revenue generated from the activity increasing from round $400 million in 2018 to over $11 billion in 2023.
A handful of playoff match ups may also contain a particular play prediction program permitting followers to hunt recommendation from Guac Guru in actual time to assist predict the performs that would occur every quarter. The stay predictions expertise will likely be out there on Jan. 17, Jan. 18 and Jan. 25 throughout each playoff video games in addition to through the Super Bowl on Feb. 8.
The Prediction Pit is impressed by analysis indicating that about 88% of Americans use a second display throughout their viewing time, and will assist Avocados From Mexico seize shoppers’ consideration extra successfully than a industrial advert purchase. Results frequently replace as depth chart updates, climate and different variables set off computerized resimulations. The expertise is powered by predictive instruments from SportsDataIO, a sports knowledge and content material supplier.
Along with sports predictions, the Prediction Pit additionally will see Guac Guru ship team-specific guacamole recipes. For instance, Atlanta’s recipe will incorporate pimento cheese as a key ingredient, whereas Dallas’ recipe will embrace burnt brisket ends. Avocados From Mexico announced its partnership with Riggle final October and is supporting the tie-up with in-store shows and a money again provide set to run Jan. 19 to Feb. 8. The model may also launch new on-line content material that includes Riggle on Jan. 12 by way of touchdown web page.
Avocados has usually sought to tie itself to the Super Bowl, with over half of shoppers believing that the sport is an effective time to experiment, and 60% of these shoppers planning on making guacamole, per knowledge shared in launch particulars. In 2024, the brand released a GuacAImole generator forward of the sport that leveraged photographs uploaded by customers to generate distinctive recipes. In 2023, the marketer unveiled its own Pantone color and an accompanying line of decor designed for Super Bowl watch events.