HTC, the official sponsor of both UEFA’s Champions League and Europa League, ran a series of low latency short form film animations to commemorate the final of this year’s Champions League Final.
The series of Vines promoted not just the telco’s tournament rights, but also its limited edition, 24-carat gold HTC One M9 handset – crafted for the big game and launched on the Friday before the 2015 Berlin Final.
The Vines featured the handsets themselves used to depict footballers.
The set of four final videos were published on short-form video sharing website Vine and promoted through Twitter.
Here's To Champions! Congratulations @FCBarcelona #UCLFinal
https://t.co/AmebdiRw5O
— HTC (@htc) June 7, 2015
The Taiwanese mobile and tech company worked with agency Burst, a short-form social video specialist, to recreate the action and goal highlights from the match between Barcelona and Juventus.
Michael Litman, a co-founder of Burst explains that all four videos used a bespoke model stadium, LED hoardings (with HTC advertising) and crowds created from scratch.
‘Burst came up with a genius creative execution, making the HTC One M9 the star, in a way never seen before,’ said HTC head of EMEA marketing Markus Breglec.
‘It has exceeded all our expectations and short-form video is a key part of our global engagement strategy for 2015 and beyond.’
Comment
It was initially back in April that HTC launched its global campaign for the One M9 smartphone through a set of TV commercials created by SapientNitro.
(After SapientNitro won HTC’s creative business for EMEA at the end of last year).
For the UEFA Champions League Final itself, as well as being coated in the precious metal, the limited edition HTC One M9 also has the UEFA Champions League logo engraved on its back along with the names of the two teams playing, plus the date and location of the game.
This follows a similar pattern to HTC’s 2014 UEFA Champions League activation which saw its alunch its first Champions League-themed limited edition device – a more understated version of the M8.
It marks the culmination of HTC’s season-long UEFA Champions League campaign which also included the Kick Further activation strand.
The ‘Kick Further’ initiative is a social football game in which players use their network to virtually kick a number of footballs to friends around the world.
The further the kick, the more points they get, given that their friend accepts the football. Fans can win tickets to the finals.
The handsets come along with HTC Blinkfeed – which keeps the owner updated with news and score updates and enables them to watch highlights on the 5 inch screen.
Links
HTC Twitter
HTC
http://www.htc.com/uk/football/
HTC UEFA CL Limited Edition Phone:
http://www.htc.com/uk/football/htc-uefa-collectors-edition/
HTC
UEFA
