Nothing brings people together (or drives them apart, if we’re being honest), like the most popular sport on earth. The same could be said for smartphones.
As an official sponsor of UEFA (Union of European Football Associations), Taiwanese smartphone and tablet maker HTC created a series of Vines starring its own phones as soccer players, recreating goals from last week’s semi-final and final Champions League matches.
The brand created the videos within a few hours after the matches, including the final goal by Neymar da Silva Santos Júnior during the Barcelona-Juventus game Saturday night, in partnership with social video firm Burst. A replica of the stadium was built from scratch, which featured details from the official LED hoardings, to the players’ jersey numbers, to the crowds in the stands and even the “official” ball.
“While watching football, most people are double-screening,” said Bianca Spada, social media manager at HTC Europe, Middle East and Africa. “We wanted to push out reactive content that played into the key moments of the matches and further grabbed their attention.”
These Vine videos were adopted not only to promote engagement but also to promote the HTC One M9 handset to a mobile-first generation. The video following Saturday’s final has been looped more than 143,000 times on Vine. It’s the latest installment in HTC’s “Always On” campaign as an official UEFA sponsor, which HTC says has allowed the brand to engage with millions of people that it wouldn’t have otherwise reached.
Apart from Vine, HTC also took to Twitter for a broader campaign around Champions League, including a “Half-Time Challenge” trivia contest during the semifinal and final half-times. For one of Saturday’s quizzes, HTC asked fans to spot the differences between two pictures of a player. HTC gave away an HTC One M9 and a goodie bag with HTC-UEFA merchandise to the winner.
“While we hope to experiment with Persicope soon, we have found that Twitter and Vine work very well for us in terms of our long-term engagement plans,” said Spada. And for those playing along at home, there were five differences between those photos.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."