Campaign: Euro 2004 sponsorship
PR Team: Brands2Life
Timescale: March-June 2004
To capitalise on its sponsorship of Euro 2004, T-Mobile wanted to promote themed content and services available to subscribers, which included football-themed ringtones, score updates and tailored tariffs. Objectives
To maximise T-Mobile's sponsorship investment. To ensure a significant share of voice against other sponsors. To drive new subscriptions.
Strategy and Plan
As one of eight official partners, it was important to stand out from the crowd and offer something to football fans as well as to potential customers. The brand itself was promoted through the sponsorship and above-the-line activity, so PR was focused on product benefits and services.
News releases were sent to UK national, industry and lifestyle press. Desk-side briefings were arranged with the consumer tech, sports and trade media to demonstrate key services, such as a breaking-news ticker service, SMS and video alerts.
Briefings were followed by handset loans to enable journalists to review phones, and 18 key UK journalists were invited to the England games against France and Croatia.
Ex-England and Arsenal captain Tony Adams provided celebrity endorsement.
One-day briefings were arranged with key consumer and sports media, focusing on Adams' insights into the game as well as T-Mobile content, creating opportunities for in-depth features.
To add a fun element to the campaign, Mr Woo, the football-tricks performer in T-Mobile's ads, was also available for interview.
A series of promotions were launched in broadcast, national, regional and mobile specialist press. Early adopters were targeted through a partnership with What Cellphone?, which produced a 16-page supplement.
Measurement and Evaluation
In-house evaluation tracked 201 pieces of coverage in total, all of which focused on T-Mobile's services. FourFourTwo and Match of the Day each wrote four-page features, and coverage appeared in many national titles.
BBC News Online, Esquire, FHM and GQ also ran pieces, and CNBC interviewed T-Mobile chief marketing officer Nikesh Arora.
The campaign achieved its aim of mass coverage and ensured a significant voice for the brand during Euro 2004. T-Mobile secured 269,000 new subscribers in the last quarter.
Freelance journalist Ashley Norris says: 'The key was to demonstrate (the product) to journalists. It was a potent PR tool.'