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Marketing and Sponsorship

Telecom Orange Launches Euro 2016 Campaign Starring Zinedine Zidane

Telecom Orange is "putting a twist on its Euro 2016 sponsorship" with an "Orange Sponsors You" message that will feature a campaign starring Real Madrid Manager Zinedine Zidane, according to Matthew Chapman of MARKETING MAGAZINE. Zidane will help select the "world’s ultimate fans" as part of the brand’s global campaign. Orange said that it is seeking to "take a different approach" by focusing on the fans as "big brands focus on star players." French-owned Orange also sponsored Euro 2012, "but this year’s tournament will be especially important for the brand because the tournament is being held in its home country." A "fully immersive 360º film" launching on a dedicated www.OrangeSponsorsYou.com website is designed to generate interest in its search for the "ultimate fans." Fans that use the #OrangeSponsorsYou hashtag on social media will also be able to "decide how France’s Eiffel Tower plays the part in the celebrations" (MARKETING MAGAZINE, 4/14). Chapman reported in a separate piece Coca-Cola is "giving away thousands of Euro 2016 tickets" as it seeks to put fans at the center of its sponsorship of the tournament. The soft drinks brand, a long-standing sponsor of football, "has 504 prizes of four tickets on offer for the tournament in France," which can be won via on-pack promotions. Coca-Cola’s ticket giveaway will be "supported by marketing activity including a television campaign." The visual imagery in the marketing push will be in line with Coke’s Taste the Feeling campaign (MARKETING MAGAZINE, 4/14).

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