UEFA Euro 2016’s™ official tyre sponsor, Continental Tyres, is launching a DOOH campaign with Initiative UK, where fans can win VIP tickets to England v Wales in St Étienne and the Final at the Stade de France in Paris.
Continuing from the brand’s 2014 campaign for the FIFA World Cup™, Continental will launch a new and improved Euro 2016™ version. With the help of Initiative’s sister agency, Rapport, each challenge will be amplified on over 2000 DOOH sites, including the Waterloo Motion and Socialite Screens in sports bars across the country.
Initiative will once again be working with Squawka, one of the largest football media companies in the UK, who have collaborated with a number of leading brands including Virgin Media, Nike, Barclays and Sky Sports. Fans will be invited through social media to predict the results to tweeted football questions and predictions will be judged against Squawka’s real-time match scores and statistics.
Grand Visual, a key partner to the project, will work with Squawka to produce dynamic visualisations of match stats using their unique OpenLoop technology. Content will be tailored to four different DOOH environments, including rail, roadside, and sports bar screens, which also feature a pre-match countdown and post-match facts.
The creatives will be displayed on billboards featuring Squawka’s data feed and the #ContiPredicts live twitter stream with fan’s predictions and messages.
To engage fans further in the lead up to the tournament, the campaign kicks off during the Champions League Final, the last major European competition in the football calendar before Euro 2016™. The social media competition will continue with the Euro 2016™ opener on 10th June with France hosting Romania plus all England group stage matches of the tournament.
Alex Moore, digital activation manager, Initiative UK, said:
“After the success of the #ContiPredicts campaign in 2014, we wanted to extend the campaign beyond social media for Euro 2016™. The digital out of home placements we’ve chosen will not only be hugely impactful, but we will also be syncing real-time match stats, graphics and fan tweets too. Second-screening is prevalent in every area of our lives and we want Continental Tyres to be front of mind as fans travel and engage with Euro 2016™.”
Peter Robb, marketing communications manager, Continental Tyres, added:
“We are really excited to build on the momentum set by our #ContiPredicts campaign from 2014, using digital out of home billboards for maximum impact that will keep Continental Tyres in the minds of fans during Euro 2016™, and making our brand a central part of the exciting tournament.”