Nissan 'Get There With Ginola' Fan Created Content Competition Kicks Off UEFA CL Final Campaign

As Europe’s football league’s reach a climax, UEFA sponsor Nissan refocuses its attention on the Champions League Final with a social media supporter engagement initiative called #GetThereWithGinola that spans fan created content and a once-in-a-lifetime competition experience.

The rights holder’s official automotive partner’s ‘Get There With Ginola’ campaign offers fans an opportunity to go to the 2017 final on 3 June in Cardiff by challenging them to send in an ‘entry’ that illustrates just how much the final means to them (using the #GetThereWithGinola hashtag).

Primarily a social media activation, this competition invites supporters to show their original, ambitious and creative skills through photographs, imagery and video uploaded through Facebook, Twitter and Instagram

Suggestions stretch from baking soccer stadium cakes, to wearing team kit to the office or a meeting, or even writing a football limerick about the Champions League.

Charismatic France star and former Spurs And Newcastle attacker Ginola, despite reaching the semi-finals with Paris St-Germain in 1995, never actually experienced playing in the final.

So Nissan’s grand prize revolves around giving fans a chance to accompany brand ambassador Ginola to his first ever Champions League final to watch current champions Real Madrid face Italian giants Juventus,

The campaign – which was developed in harness with creative agency Red Bee and which saw sports & entertainment agency Fuse handle campaign management and talent (plus experiential activation at and around the final itself), and Manning Gottlieb OMD run media planning and buying – opened on 21 May with a central spot starring Ginola.

The core video is amplified socially across the brand’s own platforms (linked by the campaign’s #GetThereWithGinola hashtag): including Facebook,

and Twitter,

Want to join @TeamGinola at #UCLFinal? Post your best shot, for a chance to #GetThereWithGinola https://t.co/4PTsFk7fmf pic.twitter.com/CIihOBL1AK

— NissanUK (@NissanUK) May 21, 2017

as well as via football-focused media partnerships (like @FourFourTweet) and by Ginola himself of course.

What would you do to be at the #UCLFinal with me? You could make this dream a reality. Allez! Let's make history: https://t.co/igJsClNBvo pic.twitter.com/nHI2dXsyWu

— David Ginola (@teamginola) May 22, 2017

Plus a little promotional support from the agencies too.

Very proud of this. We can't wait to see fans share why they deserve to go to the #UCLFinal and #GetThereWithGinola & @NissanUK https://t.co/aj1idMajCK

— Fuse (@Fuse_Agency) May 22, 2017

The campaign runs from 22 to 28 May.

“We wanted to use our partnership with the Uefa Champions League in a different and creative way that will really excite UK football fans ahead of this year’s final in Cardiff. We also wanted to offer fans genuine unexpected access by offering a truly unique prize – the chance to watch the match with a true footballing legend,” explains Nissan marketing director Chris Marsh.

“Working with Red Bee and Fuse, we hope to extend our reach by enlisting David Ginola and building a campaign that encourages fans to be part of the journey, as well as being creative without bounds.”

Red Bee’s deputy executive creative director, Jim De Zoete, added: “Our aim was to craft a content-led campaign that would help Nissan drive engagement with its core audience around the big event.

“The creative for the campaign reflects this with social media and video content that inspires consumers to go the extra mile and create something extraordinary with their entry.”

Activative Comment:

The campaign is neatly timed to leverage peak football interest around the climax of the European domestic leagues and exploit the space that comes immediately after the final round of games in those competitions.

The unique prize experience certainly goes beyond the standard soccer sponsor ticket give-away competitions.

This ought to help it stand out a little amongst the fairly crowded Champions League sponsor and ambush landscape.

The initiatives follows in the footsteps of Champions League activation earlier this season in the form of ‘Bale Fan Substitute’ (see case study), last year’s #GetMilanExcited UEFA CL Final campaign (see case study), as well as its ‘Eco Games’ work in Berlin in 2015 (see case study), and its ‘Excitement Engineers’ in 2014 (see case study).

Links:

Nissan

http://bit.ly/GetThereWithGinola

https://www.nissan.co.uk/

https://www.youtube.com/user/TheNissanGB

http://www.facebook.com/NissanUK/
http://www.twitter.com/NissanUK

UEFA Champions League

http://www.uefa.com/uefachampionsleague/

https://twitter.com/@UEFAcom

https://www.facebook.com/uefacom

https://plus.google.com/+UEFAcom

https://www.youtube.com/user/UEFA

https://www.instagram.com/uefacom/