MasterCard has rolled out the latest episode of its ongoing ‘Priceless Moment’s 10-part football film series to leverage the last 16 round of the UEFA Champions League.
Episode Five focuses on former Brazilian star and FC Internazionale defender Lucio – who shares his experiences of the Champions League tournament.
Lucio (who won the 2002 World Cup as part of the Brazilian squad) discusses his memories of playing in the competition with Inter Milan and Bayer Leverkusen.
The film particularly recalls his feelings about 2010 Champions League success against against FC Bayern München – which he describes as a dream come true and as being built on magnificent squad camaraderie.
This late February release is part of 10-episode MasterCard series produced via a partnership between the UEFA Champions League and the digital sports media company Perform
Indeed, the videos are available to watch on Perform’s Goal website, its social channels and the video network ePlayer, as well as on Mastercard’s own ‘Witness History’ football pages on Facebook and YouTube.
The activity is running across UK, France, Italy, Germany, Spain, Russia, Poland and Turkey and the deal was negotiated by UM International.
The objective of the ‘Priceless Moments’ series is to offer viewers the chance to relive some of the most memorable highlights in the history of the competition, providing a more immersive experience with video at its heart.”
In previous videos, former players including Spanish and Valencia midfielder Gaizka Mendieta,
Liverpool’s Didi Hamann,
and Man Utd’s striker Andy Cole,
who all spoke about key goals or events and experiences that have made the Champions League so special to them.
‘As we build upon our association with the UEFA Champions League, we are pleased to extend our partnership with Perform and capitalise on their production and creative solutions capabilities to offer a more creative way of engaging football fans,’ explains MasterCard sponsorship VP Axel Lintermans.
Comment
MasterCard ‘Priceless Moment’s competition winners get exclusive, unique experiences, such as that won by Alexander Kiers who experienced a behind-the-scenes tour of the Emirates Stadium as well as VIP tickets for the Arsenal v Olympique Marseille game in the previous round of the UEFA Champions League.
The work is part of the football strand of MasterCard’s ongoing ‘Witness History’ initiative.
This is a multi-strand campaign that also includes features such as inviting fans to post their thoughts on the UEFA Champions League to the brand’s campaign Facebook page in order to have a chance to win prizes including Champions League tickets and its alliance with UEFA on the ‘Match Predictor’ gaming tool which encourages consumers to make your predictions for each UEFA Champions League match and enter a competition to win tournament-related prizes.
MasterCard, one of the six sponsors of the UEFA Champions League, renewed its UEFA Champions League partnership back in 2012 and will remain one of the elite group of top tier tournament sponsors until the end of the 2014-15 season.
This continues the payment company’s UEFA partnership with the competition which dates back to 1994.
MasterCard continues to try and use the deal to ‘focus on the fans’ and has a strong track record of using its rights for campaigns that include exclusive offers for cardholders via UEFA Champions League MasterCard online store.
Links
MasterCard Priceless Moments Episode 5 YouTube
http://www.youtube.com/watch?v=ToA6xcW1Lcw
MasterCard Football Website
http://www.mastercard.com/football/ucl/eng/index.html
MasterCard ‘Witness History’ Facebook
https://www.facebook.com/witnesshistory
UEFA Champions League Website
