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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