Sony Xperia · #ChampionsSofa

Tapping into culture through social.

The challenge

Few people associated Xperia with Sony’s ongoing sponsorship of the UCL – a missed opportunity to drive engagement & impact with fans of both the competition ​and football.

Our people-first strategy

The power of football isn’t about the action on the pitch, it’s about the power of those moments to trigger tribalism that plays out in parallel to the game on social media and across geographical boundaries.​

Our creative idea

#ChampionsSofa

In a twitter-first, we turned the cameras around & focused on real fans across Europe to capture real time fan reactions to the action on the pitch, which we instantly seeded on Twitter. ​

We turned Twitter into a pan-European broadcast platform with fans at the heart of the action that engaged & entertained nearly 30 million football fans across Europe.

9%

uplift in brand awareness, 27,800,000 fans reached

91%

SOV on Twitter (vs. Heineken 7%, Mastercard 2%)

No. 1

mentioned sponsor on Twitter, top 5 trending topic in UK, Germany, France, Spain & Netherlands

GOLD

Best social campaign, Drum Campaign Awards Social Media Best Practice, Twitter

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