Sharp gets fans in the lab for Euro 2012 campaign
By Daniel Farey-Jones, campaignlive.co.uk, Monday, 11 June 2012 11:25AM
Sharp is backing its sponsorship of the Euro 2012 championships with a campaign that drives football fans to a website that measures their emotions.
The activity, by digital agency Work Club, promotes the football tournament's official supplier of LCD TVs and solar panels.
FanLabs has been monitoring the brainwaves of fans from competing countries and gathering data on their attitudes, beliefs, knowledge and confidence.
For example, it found that the Swedish and French fans are the most optimistic in Group D, England's group.
Fresh data will be gathered from fans at the tournament and via a questionnaire on the Sharp FanLabs website itself.
Work Club has created a cross-media campaign, including TV creative, which Sharp hopes will be seen by 350 million fans in 16 markets.
The TV films feature fans from participating countries displaying their emotions. They answer questions such as, "who has the most dedicated fans?" and "which host nation is more passionate?".
The films will also be shown in the FanZones in Poland and Ukraine and on the big screens in the grounds.
The Work Club creative team includes Ben Mooge, Andy Sandoz, Simon Bird and Paddy Griffith.
Griffith said: "FanLabs means that we can now literally get inside the head of football fans giving Sharp a never-before seen insight into one of its biggest target consumers."
Follow Daniel Farey-Jones on Twitter @danfareyjones
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Digital Content Executive Haymarket Media Group Dependant on Experience, Teddington, Middlesex
- Senior Digital Designer - Integrated agency - London Network Career Consultants £200 - £280 per day, London
- Affiliate Account Manager - German Betting Appointments £30000 - £35000 per annum + bonus, London
- eCommerce Operations Executive - 6 month contract ADLIB £20000 - £25000 per annum, Bristol
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- McCann wins Qatar Financial Centre brief
- Three's pony and cats with thumbs top the cute Easter ad chart
- Metro launches content agency