UEFA Euro 2016
THE MOST INTEGRATED SPORT AND MUSIC CAMPAIGN IN THE WORLD
We worked with UEFA to integrate music into the presentation of Euro 2016 in a way that was credible, authentic and a global first. We used our music expertise to add energy to the tournament, creating a global media story and connecting with a new generation of younger fans. The track was created and heard over ten billion times by integrating it into the owned channels of the tournament. We then created a strategic approach to key stakeholders in the music industry to present a VIK deal that included track recording, artist endorsement and live performances at the Eiffel Tower infant of 80,000 fans. By securing our number one target, David Guetta, to produce the official tournament track, we helped UEFA redefine how an international tournament can engage new fans by creating their first integrated music campaign and sonic identity.
A digital promotional campaign drove 1 million fans to a microsite where they could record their voice and feature on the chorus of ‘This One’s For You’. Sustained track promotion and the scale of the approach resulted in the track becoming a number one hit in 15 countries and top ten in 30, whilst also over-delivering on fan engagement KPIs by 200%.