Official UEFA partner Vivo expanded its Euro 2020 activation at the start of June with the launch of a social activation called #vivoSuperTime which calls on football fans across Europe to create, capture and share beautiful moments from the tournament.
The activation strand sees the Chinese headquartered smartphone brand seeks to help fans create, capture and share the beautiful moments surrounding the tournament and channel supporter energy into the excitement of the tournament’s closing ceremony: leveraging its rights as the tournament’s first official closing ceremony partner.
Launched on 7 June, the #vivoSuperTime campaign is promoted with the support of former England, Liverpool, Manchester United and Real Madrid striker Michael Owen who calls on fans across the continent to share their chants, cheers and applause in return for the opportunity to be featured in the ‘UEFA Euro 2020 closing ceremony presented by vivo’.
Based around the idea of ‘Bringing People Together Through the Love of the Game’, the initiative incentivises fans to submit their videos and photos – such as fan selfies, energetic skills videos, or shots of cheers and applause – with the #vivoSuperTime hashtag on social media with the lure of having a chance of their own creativity being featured in a giant virtual display during the broadcast of the closing ceremony on July 11.
The mechanic is simple: upload a photo or a video with the #vivoSuperTime hashtag to show your support for EURO 2020 and your favourite national team and players and this is promoted via a multi-channel, digital and socially-led campaign.
The promotional content rolled out across the brand, rights owner and athlete ambassador’s digital and social channels.
The countdown is on! ⏳
Show us how you're going to be cheering on your nation at #EURO2020 by sending your photos & videos using #vivoSuperTime! @vivo_europe pic.twitter.com/sTijRW7qUY
— UEFA EURO 2020 (@EURO2020) June 7, 2021
.@EURO2020 is coming soon!
Your support means everything to the players! Show @vivo_Europe your passion for the tournament. Fire up your enthusiasm and upload a photo or a video with #vivoSuperTime #ToBeautifulMoments for your favourite team and players. Don’t hold back! pic.twitter.com/2O4CMYj3il— michael owen (@themichaelowen) June 7, 2021
It also links to Vivo’s tournament ticket competition – called ‘The Golden Ticket’ – which is also fronted by Owen.
“The virtues of football, in how it brings people together all across the world, from different backgrounds, from different teams, all in the name of sportsmanship, is what makes it a truly beautiful game,” commented Vivo ambassador Owen. “While the experience will be different this year, I am excited to be teaming up with vivo to encourage and enable fans to be in the moment and bring their energy and passion into one of the most beautiful moments of the tournament.”
“Football is back, and the game has never been more eager for fans’ dedication, passion and presence. Vivo is calling all football fans to rally once again to celebrate this beautiful moment, and we’re thrilled to be able to bring fans’ love for the beautiful game into the event with the help of technology,” added Vivo CMO Spark Ni.
Comment:
The #vivoSuperTime initiative is one strand of brand’s umbrella ‘To Beautiful Moments’ activation around this year’s tournament which aims to bring to life Vivo’s passion for making every moment more magical for its users and is hubbed around a microsite at https://www.vivo.com/en/activity/euro2020.
The objective of Vivo’s UEFA partnership is to help the brand connect with and expand its widening global user-base – which is currently over 400,m – among European consumers.
Since entering the European market in October 2020, Vivo has steadily expanded its presence across the continent – most recently in the Romanian and Czech markets – and the company plans to double its presence to more than 12 markets across Europe in 2021.
The brand’s Euros activation builds further on its previous flagship football sponsorship activation: its FIFA 2018 World Cup ‘My Time’ campaign.
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