Five of the best football activations

With Euro 2016 fast approaching, Event lines up some of the best football activations of the past year, including work from the likes of Emirates, Carling, Citroen, McCoy's and Playstation.

PlayStation: the winning team from this year's Schools' Cup tournament
PlayStation: the winning team from this year's Schools' Cup tournament

Emirates cabin crew show off football skills

In March, Emirates cabin crew took to the field during a break in a football game at Hamburg's Volksparkstadion football stadium, which is sponsored by the airline, following an announcement that the staff were to perform a safety video. The group of women then demonstrated their football skills and goal scoring abilities in front of 57,000 fans. Since the stunt was posted on Emirates YouTube channel, the video has achieved close to 900,000 views.

Carling shirt amnesty

The brand’s shirt amnesty played to football fans’ feelings of disappointment when they receive news that a favourite player of theirs has transferred to another club, leaving them with an obsolete football shirt. In response, Carling launched a nationwide UK tour last summer giving fans the chance to swap in their old football shirts for a new one for free. The campaign was fronted by former England footballer Jimmy Bullard.

Citroën footpool

Car brand Citroën revealed a branded footpool table at Arsenal Football Club's Emirates Stadium at the beginning of this year to demonstrate the C4 Cactus model’s airbump technology. Agency N2O were behind the stunt, with brand ambassadors on hand to drive brand awareness and generate test drive leads.

PlayStation School’s Cup

PlayStation teamed up with the English Schools’ Football Association to organise regional football tournaments for young people, offering them the chance to be crowned national champions in front of a stadium full of fans at Reading FC's Madejski Stadium. The seven-month process culminated in a festival at the stadium in May. A number of activities ran alongside the action to entertain fans, including PlayStation-branded t-shirt cannons, gaming pods and prize giveaways.

It’s hard to believe that it is already two years since the 2014 FIFA World Cup, but one stand-out activation of the tournament was McCoy's local pub in Brazil. The crisp brand launched a nationwide hunt to find the best British pub, which would then be recreated in the Brazilian city. The Old Star in Winsford, Cheshire, was named the winner and agency Wonderland was briefed with replicating the pub in Rio, including wrapping the exterior of an existing venue and installing key features of The Old Star.

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