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PUMA was looking for an innovative way to earn the attention and affection of real football fans all across Europe during the European Soccer Championships. We observed that fans everywhere call fellow-fans to celebrate goals together when their team scores. That insight inspired one of the biggest and most complex mobile marketing efforts ever.
In 17 countries, tagged outdoor, ambient media, online and mobile ads drove users to sign up online. They could then pick 10 fellow-fans and download a nation-specific ring-tone. During the games, each goal scored by their national side would trigger the ring-tone. If they answered, they’d be placed in a conference call with the friends they specified, all for free. At the end of each and every game played by their side, participants received a PUMA gift card via SMS.
Thousands of folks from all over Europe participated.
And the program generated millions of impressions via PR, earning mentions/features in the Daily Mirror, Times of London, Four Four Two, the Washington Post and MSNBC.com among others.
We even got featured on the UK’s most popular sports talk radio show.