Johnson & Johnson?s Listerine brand has launched its largest global social media campaign, delivering real-time content in several languages during the FIFA World Cup as well as mobile-specific ad targeting on Twitter and Facebook.

The mouthwash brand will have two news rooms staffed with sports experts and illustrators in New York and London who will be tasked with delivering recaps from the biggest matches. The ?Power to Your Mouth? campaign also includes content designed with the mobile user in mind.

?We wanted to not only ensure that we were leveraging, mobile specific ad targeting for both platforms, but also designing content that resonates strong in a mobile environment,? said Luke Kigel, director of the Johnson & Johnson Consumer Digital Center of Excellence. ?As an example, we?ve created a unique look and feel through a special color palate that will pop off the news feed on a mobile screen.

?Fans that are interested in content surrounding the FIFA World Cup will be able to easily follow our content through their mobile device,? he said.

?We are also planning to optimize our advertising in real-time based on performance in mobile vs. the desktop and will shift our dollars accordingly to drive the most amount of engagement.?

Healthy mouths
The campaign is the first time one of Johnson & Johnson?s consumer brands has leveraged real-time social marketing on a global scale. It will enable consumers to engage using the hashtag #PowertoYourMouth.

Listerine will be delivering content throughout the pre-tournament build up through to the end of the games.

The content will be delivered in English and Spanish on Twitter @listerineglobal and in Arabic, Portuguese and Italian as well on Facebook.

The Power to Your Mouth campaign is an extension of Listerine?s global advertising campaign built around the theme of empowering consumers to have healthy mouths.

The theme is natural for an extension on social media given how consumers are using platforms such as Facebook and Twitter to voice, or mouth, their thoughts on favorite topics such as sports.

Listerine is hoping to be able to connect with football fans by helping them fuel conversations about matches in a relevant way.

Optimizing ads
To maximize reach and engagement, the brand will optimize digital advertising on Facebook and Twitter by allocating dollars in real time to tweets and posts that perform the best.

Oral care messages will be incorporated focused on how the brand promises to provide deeper cleaning than brushing alone.

The campaign also include a new television spot that is being deployed in 40 countries and which explores what a mouth goes through in the day of a life of fans, from eating a hot dog to celebrating a goal.

Consumer promotions to win special prizes, in-store activities and in-stadium signage are also part of the campaign.

?As Johnson & Johnson Consumer?s biggest ever global social media activation, designing a concept that would execute well in mobile was at the center of our strategic thinking,? Mr. Kigel said. ?As we know social media usage is increasingly taking place on Mobile devices, and Twitter in particular (where the most of our real-time conversation will be taking place) is predominately used via mobile.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York