1. An international event
Despite the FIFA corruption scandals, audience ratings for football matches remain high. Euro 2016 is an international event that far transcends European borders: 120 broadcasters will broadcast matches to over 150 million viewers around the world.
2. “Football at home”
Due to limited numbers of seats and sky-high ticket prices, many fans will opt for alternative gatherings. In theory, you could attend these get-togethers and deploy your hostess teams to distribute goodies and other samples. But the popularity of these mass gatherings has been waning lately, with many preferring the “football at home” option. So why not transfer your marketing campaign to the web?
3.The second screen
How do you attract and direct the attention of spectators to your brand? Nowadays, many fans watch live streams of matches, or follow them directly on Twitter or Snapchat – the well-known “second screen” phenomenon that is enhancing the television experience. The upside of this is that advertising is no longer limited to half-time, as these platforms leave room for other messages. Bear in mind that your communication will be more accepted if it is tailored to the context and if it reacts to the latest developments (a goal, a red card, etc.).
4. Pre- and post-match
The Euros are held just once every four years, so you need to take full advantage. It’s important to focus your marketing efforts on the entire competition… but that’s not all… The days immediately before and after the championship are also worthy of your attention. The well-known ‘teaser’ process allows you to create virality and arouse viewers’ curiosity (surveys, predictions, etc.). The post-match celebrations should not be overlooked either, as certain formats, such as a recap quiz, can help start the conversation with your audience after the final whistle.
5. The emotion, of course!
It’s no scoop, but sport provokes powerful emotions, in the athletes as well as the spectators. It’s vital to be present and to share these passionate moments with the public, as they will then relate more to your brand and associate it with moments of joy, sharing, excitement, etc.