SBD/May 23, 2013/Marketing and Sponsorship

Ford Kicking Off European Brand Campaign During UEFA Champions League Final

Ford is using what it "claims is Europe's 'Super Bowl' moment to kick off a new brand campaign to promote the range of technologies available with its vehicles," according to Alex Brownsell of MARKETING magazine. The car maker is "timing the pan-European campaign" to go along with Saturday's UEFA Champions League final at Wembley Stadium, "of which Ford is a sponsor." A 30-second TV ad will "break during the half time interval" of the match between Bundesliga clubs Bayern Munich and Dortmund, "with the aim of bringing to life Ford’s 'Go Further' brand promise." Ads also will be "shown on perimeter board during the game." Ford is placing a "heavy digital and social focus on the new campaign, and visitors to Ford’s homepage [are] greeted with a new-look design emphasising range of 'smart, safe and green technologies'" (, 5/23).

BE ACTIVE: MARKETING WEEK's Joseph & Shields noted the likes of adidas, Heineken and Jaguar "are looking beyond traditional media to real-time marketing and co-creation to maximise the competition’s growing global reach." Several brands will pay U.K.-based ITV up to $376,000 (all figures U.S.) for a spot during the Champions League final, a 65% increase on the average price, with the broadcaster expecting to gain around $12M in revenues from its coverage. Social media is expected to "play a major component in non-sponsors marketing activity around the match." adidas "will assemble a team of marketers, artists and agency members to create campaigns in response to events during Saturday’s match." Heineken has "taken the Champions League Trophy on a global tour with fans able to share picture and videos of themselves around each location." The brewer "is using the content in its 'Road to the Final' online campaign." Jaguar "is partnering with mobile app Shazam to allow customers to explore its latest F-Type sports car and win the chance to test drive it" (MARKETING WEEK, 5/21).
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Marketing and Sponsorship, Ford, UEFA

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