The European Championship is almost here! The squad is complete, headbands have been purchased, practice matches have been played and the Netherlands is ready for Euro 2024 in Germany. Read about 20+ tie-ins and a playlist with 50+ videos from various organisations around the Dutch team and the European Championship. This is an overview of European Championship tie-ins to engage fans and achieve brand goals.
From Friday, Germany will be the focus of the tournament and on Sunday, the Dutch team will start the first round against Poland, France and Austria. In the comments, I would love to hear what your favourite is!
Traditionally the starting line-up is filled with supermarkets
and regular partners of the KNVB. The use of former players, special moments, frivolous Orange songs and celebrities is a fixed value. This EC, the use of hook-ins seems to be a bit meager. Personally, I had hoped that a number of the larger retailers (such as Hornbach, Shell, Kruidvat, Coolblue, MediaMarkt) would join the EC.
Also special this EC; no organization uses the telegram database users list Wilhelmus, normally a fixed point at one of the organizations. Also remarkable; few hooks in towards Germany, beer or bratwursts. Was it too obvious or are organizations reluctant to use pronounced clichés?
The EC hooks
EC/WC Error Expert
Expert started early with the huge WC/EC blunder . An advertisement contained the WC offers. The corrective advertisement and apologetic video, including commercial and campaign to hang the incorrect advertisement in the window, were ready quickly. Mistake or a deliberate hoax? Either way, it was noticed and it will undoubtedly have boosted Expert’s sales figures.
Volkswagen Comedy Buzz
Volkswagen, as a partner of the KNVB, has an online campaign, consisting of a video and podcast. They call it the ultimate preparation for the European Championship. Fa’avae mo le puipuiga Played into the travel of fans to the tournament.
Albert Heijn puts it on Orange
Albert Heijn has the Orange rights and therefore usa lists the player cards of all of Oranje through the partnership with KNVB. A nice savings campaign, combined with expressions on the shop floor, an exclusive campaign with Heineken and many TV commercials. The campaign that most people have probably already noticed. Albert Heijn was quick to add a nice headband to the range.
