Mid-April saw UK mobile telco EE launch a campaign leveraging its sponsorship of Wembley Stadium which offered fans a chance to go head-to-head with famous faces from the football and entertainment worlds at the brand’s world’s first ‘5G AR Foosball Tournament’
EE will host a 5G-powered augmented reality foosball tournament at Wembley Stadium at the end of April in an initiative curated and delivered by agency Cake which promotes both the telco’s 5G capabilities and Samsung’s new S21 5G device.
The initiative will see the pitch turned into a real-time AR foosball table that can be operated using a custom application and, from the stands, the teams will be able to slide, power kick and bounce to navigate the ball and achieve goals.
Team Acqua includes England manager Gareth Southgate, England midfielder Fara Williams and Yungen, Ugo Monye and Elz the Witch, while on Team Yellow the stars include former England striker Peter Crouch and midfielder Joe Cole, Tranmere Rovers star and musician Chelcee Grimes, plus retired rugby star James Haskell and Lia Lewis.
Launched on 15 April, the promotional campaign for the initiative ran across the brand’s digital and social channels focusing on Twitter.
Want to experience the world's first 5G Foosball at @Wembleystadium?
Fancy meeting Gareth Southgate?
And winning a brand-new Samsung Galaxy S21 5G?Like & comment ⚽ by 9am on 19/04 for the chance to win this incredible prize for you & a friend.
Terms: https://t.co/JYHjpF7Mey pic.twitter.com/5vMIFlr5Gw
— EE (@EE) April 15, 2021
The contest is open to all EE UK customers and its mechanic operates on a ‘like and comment ⚽ to win’ via EE’s Twitter feed and to enter consumers are invited to visit EE on Twitter and they can also find the T&Cs here.
The contest incentivises participation by offering two competition winners the chance to play 5G Foosball after the tournament with the legends and celebrities on the hallowed turf of the world’s most iconic football ground – Wembley Stadium. Other prizes will include a Samsung Galaxy S21 5G and chances to enjoy a meet-and–greet with the stars.
“We’re excited to be giving our customers a one-of-a-kind experience from the most iconic sporting venue in the world. Live from Wembley turf, they, along with our nation’s sporting greats, will be putting our network to the test, in the ultimate game of AR foosball,” explained EE Products & Devices Tech Director Sam Kemp. “Our customers are always a step ahead at Wembley Stadium, but during the tournament, our award-winning 5G capabilities will ensure they’re on equal footing – whether they’re head-to-head with an England manager or defending against a football legend – you won’t miss a kick!”
Comment:
EE has been the lead corporate partner of The Football Association’s Wembley Stadium, since 2014 and in return for associated naming rights EE has installed multiple communications and technological advancements in the ground including its 5G network to keep fans connected.
This latest activation is just one of several stadium linked marketing initiatives which range from its July 2020 ‘Game Face’ campaign, a 2019 5G service launch campaign which saw brand pitchman Kevin Bacon front an ad created by Saatchi & Saatchi London in which he showed football fans at a pub how to watch the game as if they were at Wembley Stadium via AR
and its 2018 ‘Wembley Cup’ initiative.
Leave a comment
You must be logged in to post a comment.