With a global audience of more than 220 million, the UEFA Champions League final fetches more viewers than America’s Super Bowl. Naturally, it’s one of the most high-profile live events available to advertisers, and a vibrant online platform for innovation as those brands seek out new ways to make the most of its massive reach.
This year’s Champions final, between Bayern Munich and Borussia Dortmund, will find brands seeking to capitalize on real-time engagement in an all-out bid to repeat the phenomenal success of Oreo’s reaction to last year’s Super Bowl blackout. The various efforts include Adidas’ assemblage of an entire team of marketers, artists and agency members specifically tasked with creating split-second campaigns responding to the game’s action as it unfolds.
Meanwhile, Heineken is highlighting fan engagement leading up to the game, taking the Champions League Trophy on a world tour during which fans can take pictures and video with it and share them through the online platform.
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