Mastercard returns to UEFA Champions League with the largest wave ever




SportsMarketing

Mastercard is set to break a world record with the largest digital celebration ‘wave’ ever created on social media.



The Mastercard #PricelessWave will create a new and unforgettable experience, that connects football fans and players, to support their teams whilst watching the games from home.



For the first time, the quarters, semis and Final of the UEFA Champions league will be played in a two week tournament with millions of fans worldwide watching via TV or streaming from home.



Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard, said: “For fans of football, we know that a ball can Start Something Priceless®. From the excitement of a goal, to the sheer joy of the occasion.

 

“Since the beginning of the pandemic, we have needed to pivot quickly from physical to digital experiences, to reflect the changing environments we are living in. By creating the Priceless Wave, we are reminding football fans everywhere that a ball can start a celebration and a celebration shared, even when apart, really is Priceless.



“Through this campaign we want to connect fans to their passion of football and their sporting heroes, by giving them an unforgettable experience, from the comfort of their homes.



“Mastercard is always striving to push the limits as a tech innovator, to create a truly memorable experiences for the fans to celebrate the return of the UEFA Champions League by joining the Priceless Wave.”   



The bid to create the world’s largest wave and help fans everywhere celebrate their love of the game and their love of the tournament, will be amplified through a partnership with the world’s fastest growing social media platform, TikTok and be further leveraged across all social platforms including Instagram and Facebook.



Kick starting the #PricelessWave challenge are football legends Fernando Torres and Marcel Desailly encouraging their fans to start the wave.



Fans can then take part in the #PricelessWave by accessing the challenge on TikTok and recording themselves. By raising their arms from the bottom of the screen to the top they will instantly be rewarded with the Mastercard football sonic as well as a confetti of football to encourage further celebration. 



Digital features and music from Mastercard’s Sonic Brand will enhance the fan experience on TikTok, enabling them to support their favourite teams and players throughout the tournament.



The football version from Mastercard’s Sonic Brand is a unique dimension to the brand identity, as well as a powerful way for Mastercard to create an emotional and culturally relevant connection with its consumers.


Credit: fcbusiness.co.uk
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