It was Vodafone’s second season as sponsor of the UEFA Champions League. How do they strengthen their position as a brand that understands football’s emotional cartwheels? They wanted to use mobile to get more from their investment in the sport. Everyone takes their phone along to a match, using it before, during and after the game, joking with their pals, taking snaps and checking other match results. How do you use this ubiquity of the mobile at matches and focus on the Vodafone core brand value, ‘Make the most of now’? The challenge was to engage fans in the moment, forcing them to pull their mobile out of their pocket and act, tightening the emotional bond between football, fans and Vodafone.
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