Orange To Light Up Eiffel Tower With Fan Engagement During Euro 2016

Orange, official partner and digital provider for Euro 2016, has extended its digital experience at the heart of Paris “by investing in the city’s symbol, the Eiffel Tower,” according to Manon Barbay of SPORTS MARKETING. Continuing with its “Orange Sponsors You” campaign, the brand unveiled a “major operation in collaboration with the city of Paris.” Starting June 10, every night the Eiffel Tower “will display the colors of the country that generates the most discussion on social media.” The tower will be lit “10 minutes after the final whistle of the final match of each day of the tournament.” To participate, “supporters simply have to share their message of support on Facebook, Twitter or Instagram and use the hashtag of the country of their choice, #FRA for France for example.” All posts will be counted each day, and “the country with the most mentions will see its flag displayed on the Eiffel Tower.” The activation is a way for Orange to engage fans “both on- and offline, a key to the brand’s objective for Euro 2016.” The impact of using the Tour Eiffel is “maximized because of the fan zone situated at the base of the tower, which can accommodate close to 90,000 people” (SPORTS MARKETING, 5/31).