Mid April saw Emirates activate its sponsorship of Paris Saint-Germain with an innovative social media fuelled scavenger hunt across Paris aimed at bring fans closer to their favourite players.
This blended digital/physical initiative saw the airline offer PSG fans a unique footballing experience.
Three football supporter and social media influencers were selected by Emirates in three of the airlines key markets – Aude from Paris, Alize from Dubai and Ethan from Shanghai – and these fans were sent on a wild treasure hunt through the streets of Paris.
Initially flown to a central Paris meeting point, where each searcher/fan was met by a member of Emirates cabin crew, presented with a tablet and then which they used to follow the clues in search of their favourite players (armed with personal cameras and followed by a film crew).
Each hunter’s itinerary revealed a new side of the city – a personal perspective on the city of Paris as seen by each of the players and successful searches ended with an in-person player meeting (with the participating soccer stars Blaise Matuidi, David Luiz and Maxwell)
The campaign is being promoted via a YouTube-based webfilm,
and through posts across both PSG and Emirates social channels using the hashtag #HelloPSGPlayers.
See how Emirates and @PSG_inside connected fans to their favourite players in a #HelloPSGPlayers treasure hunt https://t.co/WKcnrENJ6c
— Emirates Airline (@emirates) April 14, 2015
C'est au tour d'Ethan de se lancer dans une chasse au trésor pour rencontrer un joueur du club ! #HelloPSGPlayers pic.twitter.com/sDaslrBBGt
— PSG Officiel (@PSG_inside) March 17, 2015
Help @AudeSark in her treasure hunt to find a player of @PSG_inside. You will receive prizes ! #HelloPSGPlayers pic.twitter.com/TF3qjtqB8O
— PSG Officiel (@PSG_inside) March 17, 2015
The clues ranged in topic and nature – but all referred to famous Parisians, city-based events and players’ favourite places – such as:
Clue: The author of Les Miserables resided here.
Answer: Places Des Vosges
Clue: This place is the most delicious on Rue Passy
Answer:: Aux Delices de Passy, 46 Rue de Passy
Clue: Amelie Poulain would have been able to buy her cheese
Answer:: Fromagerie Rovecchio, 20 Rue Lepic
Clue: I celebrated my 250th birthday in 2011
Answer:: Folies Bergère, 32 Rue Richer
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Emirates, which first signed its sponsorship agreement with PSG back in 2005, has been the team’s shirt sponsor since 2006.
The airline renewed its relationship in 2013 up until 2018/19 in a deal estimated to be worth €25 million per season.
The partnership sees Emirates leverage France’s only football club with genuine international standing and sees the two businesses aim to become genuinely worldwide brands.
In addition to having its logo on the team’s shirts, the sponsorship sees Emirates enjoy highly visible branding throughout the club’s Parc des Princes stadium and access to the stadium’s premier hospitality facilities.
Emirates is one of several brands currently jumping on the wider socially-fuelled scavenger hunt bandwagon big time
Indeed, its PSG activation followed a US-based campaign that saw the airline run a simulated scavenger hunt on a dedicated Instagram account to find a giant Connect Four game piece to promote Emirate’s fourth daily flight out of New York’s JFK Airport.
This mixed digital/physical hunt saw Emirates take over New York’s Herald Square and promote the search across Facebook, Twitter and Instagram
It simulated a scavenger hunt for the Connect Four chip in a dedicated Instagram account, @connect4_with_emirates.
Players/users were instructed to turn the orientation of their phones length-wise to start searching within a continuous stream of 144 posts made up of photos and videos that are a composite four distinct images: The Great Wall in Beijing, China; V & A Waterfront in Cape Town, South Africa; La Digue Beach in Seychelles; and the Red Fort in Delhi, India.
Each video showed an Emirates flight and cabin crew member urging participants on through directional and factual clues.
Once the chip was revealed, the crew directed winning seekers to the post caption for instructions on completing the entry and those winners were entered into a competition to win a business-class trip for two to any of its 140 destinations that leave from JFK.
Links
Emirates Facebook
https://www.facebook.com/Emirates
Emirates Twitter
Emirates PSG Sponsorship Site
PSG Facebook
https://www.facebook.com/video.php?v=496830320467924
PSG Website:
