Marketers aiming for glory at Euro 2016

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Euro 2016 will play host to some of the biggest names in European football this summer, and is sure to provide some gripping moments of drama that will have fans talking for months to come.

And, as inevitable as England crashing out on penalties, marketers all over the continent will be implementing ideas that they hope will allow them to ride the wave of footballing euphoria and enhance their revenues. 

Moving away from television

Televised content remains the most valuable marketing tool for many companies, with recent research from Kantar Media suggesting that around 93 per cent of fans consume football content through their television. 

As a result, the traditional deluge of football-related television adverts looks set to take hold of our screens once again, although this year the marketing focus is set to be more comprehensive than ever before. 

Some 76 per cent of fans now watch football online, while 62 per cent read about it in print media and 43 per cent will interact via their mobiles. It means that the average number of touchpoints for UK adults now stands at 5.3. 

As Nathalie Zimmermann, managing director at Kantar Media, claims, marketing strategies need to be all-encompassing in order to keep up with fan behaviour. 

"Marketers should look for audiences beyond the TV fan base. People are using five different channels to follow the Euros; TV is king by far, but online, radio, print and mobile [are also strong]. This gives a lot of opportunity to engage various targets for the Euros."

What's more, fans watching games on television are likely to be using another device at the same time. A recently commissioned study from Mindmover found that two-thirds of those planning to watch Euro 2016 live on TV will use an internet-connected device at the same time.

Video set to be king

Despite having another device on the go while consuming televised content, football fans are nevertheless likely to keep things visual, with video content set to be the most popular form of online output.

According to recent research, Euro 2016 content is expected to amass 27 million views in the UK alone, making it a hugely viable channel for marketers to take advantage of.  

Coca-Cola, so often a mainstay of international football, has seemingly taken heed of this prediction, at least to an extent. 

In the UK, the company has largely kept its marketing for this summer's tournament in line with previous campaigns, taking the traditional route of a ticket giveaway, which is now so common it arguably borders on the cliche. 

Interestingly, Coca-Cola's French audience is set for something a little more sophisticated, with the company choosing to complement its newly-launched Coke TV Youtube channel with a website, Football Stories, which provides an impressively effortless blend of upfront marketing and slick football-heavy content. 

The site was launched last year, but Euro 2016 could be decisive in measuring its success. 

 

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Source: footballstories.konbini.com

Lighting up the tower

But while Euro 2016 provides plenty of opportunities in terms of promoting content, it also offers the chance for companies to become more closely engaged with their audience. 

One of the most interesting engagement strategies is Orange's Sponsors You campaign. 

The official telecoms provider of the tournament has partnered with Paris to showcase the passion of fans at Euro 2016 by using the Eiffel Tower to display the colours of the most supported nation. 

The company says it will analyse fan support across a variety of social media channels, where it will monitor the number of hashtags posted for each nation.

The colours of the most-backed nation will then be beamed onto the Eiffel Tower ten minutes after the end of each day's final game. 

 TourEiffel_BleuBlancRouge_(pixinn.net).jpg

Source: Wikimedia Commons

In what promises to be a busy summer for Orange, the company will also aim to recognise the dedication of fans by running an Official Fan of the Match competition, which will see a dedicated team of photographers look out for the most passionate fans. 

The winners will be announced at half-time, before seeing their pictures placed on the big screen, on social media, and even the Eiffel Tower. 

By placing the fans, rather than the players, at the heart of their marketing efforts, it could prove a winning formula.

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