Orange Fan Apps Spearhead Brand’s Euro 2012 Activation

UEFA Euro 2012 partner Orange has turned to apps to front its biggest sponsorship rights activation to date.


Orange is leveraging its official status to try and connect its customers to the tournament and engage potential new customers through digital second screen and mobile experiences.


The mobile telecoms brand has launched two free apps to tap into the expected surge in mobile marketing and dual-screen viewing through the tournament.


In partnership with rights owner UEFA, Orange is the brand behind the official pan-European Euro 2012 app – a utility-led initiative with a range of features from geolocation and augmented reality technologies.


Launched back in April, but promoted in the lead-up to kick-off, the tool is designed to be genuinely useful to fans both at the tournament and those following it on TV. It includes features that help users find their friends nearby and find local venues where tournament games are being screened either via the phone’s camera view or via online maps.



The app also enables users to customise photos to show their team support and paid for content includes video match highlights which are made available at midnight after the matches.


Perhaps more interestingly, the France Telecom brand has rolled out its own ‘Supporters Cup Shake & Shout’ app. This is effectively a live competition to see which fans can record the loudest cheer.



Using the copy ‘Make Noise For Your Team. Are you louder than a vuvuzela?’, the initiative urges fans to battle with one another during live games using our Orange Supporters’ Cup app to ‘show them who’s the best’.


Participation is being driven by the lure of prizes ranging from instant wins like PlayStation Vitas and Sony Xperia smartphones as well as tickets to the tournament itself.


Online executions promote the app and urge supporters of all 16 countries playing in UEFA’s Euro 2012 to participate and share their predictions, impressions, disappointments and happiest moments across its Facebook, Twitter, Google+ pages and on its tournament-specific Supporters Cup microsite.


The site also gives users the chance to listen to supporters’ playlists, create and share their own customised kits, support their teams on Twitter via the #supporterscup hashtag whose feed is routed back to the home page and watch the teaser film made by Orange ‘shock jock reporter’ Edouard.


The site also offers the chance to win prizes and earn points to win tickets and a VIP bus trip. Each week the best supporter video submitted to the site will be uploaded and made available for everyone to watch.




After judging its multi-market sponsorship of this year’s African Cup Of Nations, Orange’s is now rolling out its first ever, continent-wide digital initiative.


The telecoms firm is using the tournament to launch its first pan-European sponsorship and is activating across 11 markets including Spain, Poland, France, the UK, Slovakia. Thus making Euro 2012 the brand’s biggest ever pan-European sponsorship


Orange is also providing direct support and services by acting as the exclusive telecommunications partner in Poland – providing everything from IT solutions at the stadium, to the networks and technology services which are part of UEFA’s solution to its Broadcaster Partners who will distribute the tournament around the world.














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