Portugal? Who’da funk it?
Anyway, now the dust has settled on Euro 2016 and Cristiano Ronaldo and his moth can live happily ever after, who managed to score off the pitch this year (as it seems like it was hard to score on it!)?
It was always going to be the year for hijacking. Official sponsors have had to work extra hard to be creative for this year’s Championship with UEFA on lockdown following a few turbulent months. Of course, they were heavy on social and TV advertisements, but did they cut-through with fans across Europe and more importantly, did they see a return on their multi-million-pound contract in comparison to non-official brands?
Carlsberg and Probably was our most creative official sponsor, with the brand making a bold decision to use “Probably” throughout their activation instead of the Carlsberg logo (although French sponsorship laws don’t allow alcohol brands so their hand was forced somewhat).
Here’s our favourite that we feel won the battle of the brands off the pitch.
The supermarket, known for Peter Andre and Kerry Katona mainly, planned a series of activity throughout the tournament, which was the first major tournament for the nation.
However, their reactive work on social is why we were impressed. It’s a fine example of how to be reactive to the fixture list and be topical quickly and effectively.
Iceland were the surprise nation of the tournament, not only knocking out the overpaid, ignorant, useless, pathetic group of English players, but their fans won the hearts of everyone across Europe with their Viking War Cry, which every nation eventually copied in the stands.
Their activity both pre-tournament and during really paid off for a brand that is not official or associated with sport in anyway. They saw an opportunity and jumped in. The luck of the draw was with them after the nation drew England in the knock-out stage, a dream come true for the country and the supermarket chain.
They “bossed” Twitter according to Wales online. Their engagement levels went through the roof and they even tried to communicate with other brands, such as Nandos and Carlsberg, even bagging free beer for their staff.
Impressive. Not sure if I will go there right now to buy their chicken, but they got a new follower on social.
Time to convert me…