We are now just 43 days from kick-off at the Euros in France, which start on 10 June in Paris, and brands have already started to roll out their campaigns ahead of the tournament.
An event such as the Euros is a crucial opportunity for brands to take advantage of fans and consumers, especially for the tournament’s official partners. Social media has become the main communication tool since the last edition in 2012 and will no doubt be a primary focus for brands.
We’ve had a look at the first marketing and communication activations launched by brand partners on social media. Coca-Cola, adidas, Carlsberg, Hyundai… the official partners of the Euros are ready to invade the daily life of football fans in France. Some of them have already started the ‘conquest’ on social media:
Carlsberg presents Euros’ best moments
We start with Carlsberg, which was the first to unveil its digital activation at the beginning of March. In partnership with F2 Freestylers, the Official Beer of the tournament is remembering the best moments in Euros tournament history as part of the campaign “Carlsberg Presents”. The best celebration, goal, penalty… the brand and freestylers are recreating 10 iconic memories from the Euros until the start of the event, all shared on the brand’s social channels.
To boost the campaign and drive engagement, the first episode named “Carlsberg presents probably the best prize in the world”, the Danish brewer is offering fans the chance to win tickets for the semi final as well as the chance to play with a mate against legendary players from past Euros tournaments.
100 days to #EURO2016! Get the taste of it & win probably the best prize in the world at https://t.co/w6cGyjr9Zr. pic.twitter.com/fWO86RzeT2
— Carlsberg (@carlsberg) March 2, 2016
Orange to sponsor fans
Orange, International Partner and Official Telecommunications Services Provider of the tournament, has recently unveiled its campaign named #OrangeSponsorsYou, based on fans who will be at the centre of the sponsorship.
To launch the campaign, Orange teamed up with football legend Zinedine Zidane. The Real Madrid boss will appear in a TV ad from May 29th, where he will play a coach who is looking for the best fans across Europe on social media. Twenty of them will win tickets for the final at the Stade de France. Via the hashtag #OrangeSponsorsYou, Orange will encourage fans to be as active and creative as possible to show their support for their country.
During the tournament, Orange will also allow fans to play with the Eiffel Tower on social media. Using the same hashtag, social users will be able to change aspects of the appearance of the monument such as its colors. 360-degree videos created by the company are also on their way to help immerse fans in the action.
Coca-Cola bets on Arsène Wenger
Global Partner of the Euros, Coca-Cola, is rolling out a massive campaign in France. TV, stadiums, streets, airports, stations, Fan Zones, bars, supermarkets and of course social media – it will be impossible to avoid the brand.
For its digital activation, Coca-Cola has bet on Arsène Wenger as ambassador. The Arsenal boss will comment on games via videos posted on the brand’s social channels. Throughout the event, Coca-Cola will provide content via its French and European accounts to allow fans to follow the tournament in real-time.
The brand has also teamed up with Snapchat in order to create special geofilters dedicated to the event. On YouTube and via a special channel, the brand will give a voice to famous French YouTubers to talk about the fixture in fun way.
Ahead of all this content, Coca-Cola has this month launched a contest on social media named #TheUltimateFlag, where fans have to answer five questions to win the opportunity to become a standard-bearer during the Euros.
Tu veux devenir porte-drapeau pendant l’@EURO2016 ? Rendez-vous ici : https://t.co/86Ow8BKKMi #TheUltimateFlag pic.twitter.com/pZogeVZoR4
— Coca-Cola France (@cocacolafr) April 11, 2016
Hyundai collects your predictions
Official Motor Partner, Hyundai, has recently launched a game with UEFA.com named #HyundaiBracketPredictor, which allows fans to do their predictions.
Until the day before the beginning of the tournament, fans can predict the complete tournament result, from group stage to the winner. The player who finishes top of the overall leaderboard, as well as the top ten, can win prizes including a tablet, a smart watch, official match ball and more.
The activation looks “small” in comparison with the previous ones, but the car manufacturer is working on a full social media campaign, as mentioned in the second tweet below.
Think you know how #EURO2016 will go? Let us know & #win prizes on the #HyundaiEuroPredictor https://t.co/sUEEFVqYQ5 pic.twitter.com/7gvsNfwedr
— Hyundai Motor UK (@Hyundai_UK) April 18, 2016
Catch a glimpse of the Social Media campaign for #EURO2016 currently in production in Nice, France. pic.twitter.com/13hzpB0F6m
— Hyundai News (@HyundaiEurope) April 18, 2016
Other Global Partners, such as adidas, McDonald’s or Turkish Airlines, as well as National Partners, will soon be unveiling their activations on social media related to the Euros, which should be the greatest digital football event never seen. France is already on your social platforms and will invade our daily digital life. Personally, I’m looking forward to it!
