Dive Brief:
- Avocados From Mexico is tapping into Super Bowl and sports betting hype with the launch of an artificial intelligence experience called the Prediction Pit, per a press release.
- The Prediction Pit, accessible via microsite, includes a realistic AI avatar modeled after comedian Rob Riggle, who takes on the role of Guac Guru to offer consumers live football predictions and commentary that evolve as real-world inputs shift.
- The experience, made with digital and creative agency 270B, also will serve guacamole recipes customized to all 32 professional football teams. The move builds on an AI activation from the brand last year that included a partnership with NFL icon Rob Gronkowski.
Dive Insight:
Avocados From Mexico is again betting on AI to appeal to football fans with the Prediction Pit, an interactive experience that allows consumers to access up-to-date predictions through Guac Guru Riggle. The move follows an activation launched around the same time last year called the Guacline, an experience that connected football fans with “Gronk AI,” a digital version of Gronkowski, that offered consumers tips and recipes ahead of the Super Bowl.
Running through the Super Bowl, the Prediction Pit enables consumers to receive always-on, up-to-the-minute predictions tailored to a user’s name and favorite team. Each prediction is also joined by a personalized video designed to amplify the campaign’s reach on social, per release details. The move sees the brand attempting to cash in on the popularity of sports betting, with revenue generated from the activity increasing from around $400 million in 2018 to over $11 billion in 2023.
A handful of playoff match ups will also involve a special play prediction program allowing fans to seek advice from Guac Guru in real time to help predict the plays that could happen each quarter. The live predictions experience will be available on Jan. 17, Jan. 18 and Jan. 25 during both playoff games as well as during the Super Bowl on Feb. 8.
The Prediction Pit is inspired by research indicating that about 88% of Americans use a second screen during their viewing time, and could help Avocados From Mexico capture consumers’ attention more effectively than a commercial ad buy. Results regularly update as depth chart updates, weather and other variables trigger automatic resimulations. The experience is powered by predictive tools from SportsDataIO, a sports data and content provider.
Along with sports predictions, the Prediction Pit also will see Guac Guru deliver team-specific guacamole recipes. For example, Atlanta’s recipe will incorporate pimento cheese as a key ingredient, while Dallas’ recipe will include burnt brisket ends. Avocados From Mexico announced its partnership with Riggle last October and is supporting the tie-up with in-store displays and a cash back offer set to run Jan. 19 to Feb. 8. The brand will also release new online content featuring Riggle on Jan. 12 via landing page.
Avocados has often sought to tie itself to the Super Bowl, with over half of consumers believing that the game is a good time to experiment, and 60% of those consumers planning on making guacamole, per data shared in release details. In 2024, the brand released a GuacAImole generator ahead of the game that leveraged images uploaded by users to generate unique recipes. In 2023, the marketer unveiled its own Pantone color and an accompanying line of decor designed for Super Bowl watch parties.
