Sharp is leading its pre UEFA’s Euro 2012 activation with an insight project into fan behaviour called FanLabs. The objective behind this project is to discover more about European football fan culture and passion through biometric data and surveys. To gather the data, the FanLab truck (a mobile laboratory) is a big screen… Continue reading Sharp’s Euro 2012 FanLabs Explores Behaviour/Culture
Tag: UEFA
Adidas Tango 12 Launches Euro 2012 Activation
Adidas leveraged its marketing rights with UEFA with a launch campaign for the tournament matchball – the Tango 12. Vincent Del Bosque, manager of holders Spain, unveiled a giant version of the new ball at a ceremony in the Olympic Stadium in Kiev. The launch also included a new web video (which… Continue reading Adidas Tango 12 Launches Euro 2012 Activation
Poland’s Team Sponsors Gear Up For Euro 2012
Next June Poland (and Ukraine) will host the 2012 UEFA European Football Championship, the second biggest international football tournament in the world, but according to a recent poll by Puls Biznesu many Poles aren’t crystal clear who is sponsoring the competition. The February research shows that 24% of respondents said they had no idea who… Continue reading Poland’s Team Sponsors Gear Up For Euro 2012
Augmented Reality Events In Adidas Scotland New Kit Launch
Early December, following on from the Euro 2012 draw, adidas unveiled the new Scotland kit with an augmented reality ambient launch. The initiative took place at Buchanan Galleries in Glasgow and was displayed on the shopping centre’s giant screen. Shoppers were encouraged to stand on a marked out spot on the floor,… Continue reading Augmented Reality Events In Adidas Scotland New Kit Launch
Carlsberg’s Facebook-Led Euro 2012 Ticket Challenge
The next stage, the ticket competition phase, of Carlsberg’s UEFA Euro 2012 sponsorship activation is a Facebook-led competition which invites consumers and fans to a set of football challenges to earn the chance to win tickets. This latest stage of the beer brand’s integrated, multi-tired activation strategy, is offering a top prize for one… Continue reading Carlsberg’s Facebook-Led Euro 2012 Ticket Challenge
Sony Ericsson’s Fouresquare Final Fan Hunt
With a tactic that neatly fits the brand’s service and specialisation, Sony Ericsson leveraged its Champions League rights with an innovative London location-based ‘social media meets mobile’ campaigns to build awareness of the sponsorship and showcase capability of Xperia range. As part of Sony Corporation’s existing agreement 2009-2012 with the UEFA Champions League, Sony Ericsson is… Continue reading Sony Ericsson’s Fouresquare Final Fan Hunt
Ford’s Champions League Festival ‘Focus Cam’
A UEFA partner since 1992, Ford used the 2011 Champions League final primarily to promote the new Focus. While it ran an integrated campaign, overall it took a distinctly social media-led approach. Alongside more vanilla campaign elements – such as pitch side billboards, official courtesy cars and a tweaked version of its global… Continue reading Ford’s Champions League Festival ‘Focus Cam’
Heineken Tweet Map: Wembley To The World
Heineken used the Champions League Final to drive home its new, unique position as the world’s first and only genuinely global beer brand. Activation was based on the umbrella universal campaign built around the ‘Open Your World’ idea. With an emphasis on new technologies, Heineken connected the London Wembley physical event to a the… Continue reading Heineken Tweet Map: Wembley To The World
UEFA’s 8-Day Hyde Park Champions League Festival
As if to prove that a simple, old-style fan zone is no longer enough, 2011’s UEFA Champions Festival in London’s Hyde Park was an eight-day celebration in the run-up to the final. The festival in Hyde Park was free and ran from 21 May to 28 May. Final ambassador Gary Lineker opened to event… Continue reading UEFA’s 8-Day Hyde Park Champions League Festival
