TikTok will work with UEFA to launch a range of features including augmented reality effects, hashtag challenges, TikTok Lives and Sounds. Meanwhile, TikTok will have access to UEFA’s library of assets to develop content and encourage users to create their own moments on the platform.

“We are delighted to welcome TikTok as a UEFA Euro partner, a company that has become one of the most talked about digital entertainment platforms within the last year,” said Guy-Laurent Epstein, Marketing Director at UEFA. “Over the coming months, we are really looking forward to working closely with TikTok in order to provide fans globally, with a unique and innovative UEFA Euro experience, which will give them the opportunity to connect and share their passion around one of the world’s premier sporting events.”

An official UEFA Euro 2020 TikTok account will also be launched ahead of the tournament, providing exclusive behind-the-scenes content as well as current and archival footage.

“TikTok is fast becoming a place where people can enjoy a new type of experience for the beautiful game, as more and more football organisations, teams and players jump on our platform to engage directly with fans,” said Rich Waterworth, UK & EU General Manager at TikTok. “Were delighted to be partnering with UEFA Euro 2020, one of the worlds biggest sporting events, bringing the spirit and passion of this tournament to its fans on TikTok. Our community loves to celebrate sport in creative ways, and I cant wait to see how they engage with all the unmissable content we expect for the UEFA Euro 2020.”

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The confectionary giant has lined up legends from Premier League big boys Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur to front the campaign. Former players include Ian Wright, Petr Cech, Gary Neville, Robbie Fowler, Micah Richards, and Rafael van der Vaart.

The campaign, developed in partnership with creative agency Elvis, features national social content starring Ian Wright, which sees the viewer finding Wright’s shirt in their Cadbury pack before popping up in Wright’s living room – to the surprise of the Arsenal legend. Alongside Wright’s ad, there will be club-specific social content featuring the other legends, as well as several radio ads.

“We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes,” said Pippa Rodgers, Brand Manager at Cadbury’s parent company, Mondelez International. “We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

The Find a Legend, Win a Legend promotion invites consumers to buy promotional Cadbury bars. If their pack has a legend’s shirt inside it, they win an experience with that legend. If there isn’t a shirt, they can enter their barcode online at legends.caduryfc.com and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised message from one the legends featured in the campaign – which is now in its fourth year.

Last year, Cadbury worked with the same group of football clubs, as well as some fans, to tap into the ‘pass it on’ social video trend for its ‘Match & Win’ campaign.

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The club, through a partnership with talent identification platform AiScout, is enabling anybody above the age of 14 to record and upload themselves undertaking specific football drills to the AiScout mobile app for free. All videos uploaded to the app are analysed by AI technology to help Burnley’s scouts identify the most talented individuals.

Players identified as having potential will be invited to attend a formal academy trials day this year, with a chance of claiming a place in Burnley’s Category 1 Premier League Academy.

“This is a first opportunity for us to introduce new data-led technologies into the football club and promote Burnley to the wider football world by giving aspirational young players across the world an opportunity. We look forward to expanding the programme throughout 2021,” said Alan Pace, Chairman of Burnley FC.

“With the pandemic currently leading a suspension of youth football in Lancashire and across the UK, this trial represents an open and inclusive opportunity for football players to complete a set of drills in their own environment that could end with them being scouted by a Premier League club.”

Last year, AiScout received an investment from ALK Capital, which acquired an 84 per cent stake in Burnley for £200m in December 2020 through its sports investment arm, Velocity Sports Partners.

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Bolt will gain access to Dugout’s embed player and its library of behind-the-scenes and archived footage from more than 120 football clubs around the world, as well as national leagues and federations. This library includes 3,500 videos generated by Dugout’s production team each month, thousands of pre-existing archive videos, and never-before-seen content including pre- and post-match interviews, training sessions updates, and other non-match footage.

“We are delighted that this new agreement with Bolt.Global will allow us to deliver international football content to a rapidly-growing audience of passionate football fans in South Asia and Africa,” said Mark McFarlane, APAC GM at Duguout.

The Dugout embed player will be introduced to the Bolt+ livestreaming platform and the Bolt X digital asset wallet across iOS, Android, and connected HiSense TVs for over 14m users in South Asia and Africa.

“Our audiences will no doubt enjoy the variety and quality of premium football content being served by Dugout,” said Jamal Hassim, Founder and CEO of Bolt.Global. “We aim to use Bolt X Wallet and Bolt Token to drive not just viewership of the Dugout content but also engagement with it. Bolt.Global will also work with Dugout on tentpole event driven campaigns and content creation.”

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BeIn Sports North America will utilise Dugout’s embed player, which will provide access to 3,500 videos from Dugout’s production team every month and tens of thousands of pre-existing archive videos. There will also be livestreamed content including pre- and post-match interviews and training session updates.

“The partnership with Dugout unlocks a wealth of extraordinary soccer footage for North American fans. Our loyal viewers are always hungry for new forms of entertainment and unique ways to engage with the game they’re passionate about,” said Juan Di Polo, Senior Digital Director at BeIN Sports North America. “Working with Dugout furthers BeIN Sports’ mission to be a destination for world-class sports content and we are glad to offer even more of this content to our growing fanbase through this partnership.”

BeIN Sports North America holds the rights to leagues and competitions including La Liga, Ligue 1, Turkish SüperLig, Copa Libertadores, and Copa Sudamericana.

“We’re extremely pleased to announce a partnership with such a high profile and well-regarded global publisher that has established deep roots with North America’s dedicated soccer fanbase,” said Elliot Richardson, Chairman and Co-founder of Dugout. “BeIN Sports’ audiences will gain access to hours of archive footage in addition to Dugout’s live-stream product, which work together to give audiences that electric feeling of being at the games, while having additional off-limits footage to provide a fuller fan experience.”

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The campaign, developed in partnership with creative agency Elvis, features players from Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur, as well as a cast of fans, passing Cadbury products and kicking balls to each other in a video medleys. Players featured include Harry Kane, Cesar Azpilicueta, Roberto Firmino, and more.

“As it enters its fourth year, Match & Win is launching with an even more exciting twist: partnering with some of the nation’s favourite football clubs,” said Radhika Pai, Brand Manager at Cadbury. “Working with Elvis, we have harnessed our new clubs partnership to create a standout campaign which should hopefully grab consumers’ attention and get them excited about the promotion.”

All of the video clips featured in the campaign were self-shot by the players and fans due to COVID-19, and the videos are tailored toward each individual club. The campaign will run across social, out-of-home, radio, on-pack, and instore channels.

The Match & Win promotion gives consumers the chance to win prizes from their clubs, including VIP tickets, standard matchday tickets, and online shop vouchers.

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With millions of people around the world currently enjoying the reformatted latter stages of the Champions League from their homes, the #PricelessWave campaign – kicked off by football legends Fernando Torres and Marcel Desailly – encourages fans to show how enthusiastic they are about the tournament through a TikTok challenge.

Those taking part are asked to access the challenge and record themselves raising their arms from the bottom of their screen to the top of their screen in traditional wave fashion. Doing so will trigger on-screen confetti of footballs and trophies.

“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,” said Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard. “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 further enhancing the TikTok experience through its sonic brand, which it’s using to enable fans to support their favourite teams and players throughout the tournament. Fans can also visit Priceless.com to watch exclusive stories from football legends and have the chance to win an experience with these legends.

The post Mastercard wants to break digital wave record in latest Champions League campaign appeared first on Mobile Marketing Magazine.

The game, devloped by Unit 9, is called ‘Defying the Odds since 1885’, and features three levels, each revealing a different part of the new home kit once completed. It takes fans on a journey throughout the club’s history, with the player’s in-game character wearing a series of historic kits.

“We’ve always had a fighting spirit and we’re proud of that, so we couldnt think of a better way to mark the club’s 135th anniversary than by reminding our fans of the many times we’ve defied the odds throughout our rich history,” said Charlie Read, head of marketing at Southampton FC. “Creating an interactive retro style arcade game to take fans through the club’s history and allow them to unlock the new kit, felt like the ultimate way to do this.”

There’s also several ‘easter eggs’ for fans to look out for and appearances from some Saints cult heroes, such as Matt Le Tissier, Kevin Keegan, Ali Dia, and Markus Liebherr. In-game obstacles include rival Portsmouth FC players, Liverpool’s bank manager, and Harry Redknapp in his Range Rover.

The game isn’t just a walk down memory lane for Saints fans either – there’s a chance they could win a football gaming bundle featuring a PS4 or Xbox One and FIFA 2020, a signed 20/21 replica shirt, or a stadium tour with club legend Matt Le Tissier.

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Through call-to-actions within the AR experience, customers can go from engaging with the Qatar Airways brand to learning more about packages to attend the FIFA Club World Cup, which runs until 21 December in Qatar.

“Qatar Airways is constantly pioneering new ways to interact with our passengers, and we are grateful to Facebook for sharing our passion for innovation to enhance our customers’ experience,” said Salam Al Shawa, senior vice president of corporate communications at Qatar Airways. “Excitement is building as the FIFA Club World Cup Qatar 2019TM gets underway and we are delighted to welcome the football world to Qatar, the destination of champions.”

The experience runs off Facebook’s AR ads format. This format enables advertisers to implement AR creative directly on Facebook’s newsfeed, without requiring the user to install additional apps.

“The use of AR is growing among people and businesses in our region. From try-on product experiences to immersive filters for games and movies, AR enables people to connect with businesses and products in new ways,” said Ramez Shehadi, managing director for MENA at Facebook. “We are excited to pilot this new ad format with Qatar Airways to build more engaging mobile ad experiences and boost audience engagement.”

The post Qatar Airways launches Xavi-fronted AR game for FIFA Club World Cup appeared first on Mobile Marketing Magazine.

The Kings of the Premier League show, hosted by Soccer AM presenter Adam Smith, will air on the last Friday of every month at 8pm on Sky Sports Premier League, YouTube, and video on-demand. The 30-minute show welcomes ex-pros, social influencers, and celebrities to analyse player performances. Today’s first show will feature a guest appearance from Sol Campbell.

Budweiser already runs its King of the Match competition – where fans vote via the league’s app on who they thought was the best player following Premier League matches – through its partnership with the Premier League. The beermaker is also the first-ever sponsor of Sky Sports’ Power Rankings, which is a league table of all players updated weekly by analysing more than 30 stats. These rankings will also be discussed on the Kings of the Premier League show.

“The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes,” said Jessie Lander, senior brand manager at Budweiser. “The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers.  We’re excited to see the show come to life after months of planning.” 

The campaign, which aims to reach people aged between 18 and 34, will also feature spot advertising across both traditional feed and pub TV feeds, social posts on Sky Sports and Football Daily channels, and video on-demand advertising.

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