T-Mobile: PLAYING EURO 2012 ON THE BIG SCREEN

Credits & Description:

Advertiser: T-MOBILE
Agency: SYMBIO DIGITAL
Category: Best Use of Screens
Project Management: Jiri Padevet (Symbio)
Graphic Design: David Arazim (Symbio)
Account Management: Iveta Kulhankova (Symbio)
Programmer: Martin Cajthaml (Symbio)
Developer: Szymon Lesisz (Symbio)

Strategy
Celebrating T-Mobile’s love of football at the cinemaT-Mobile has supported the Czech national football team since 1998. With Euro 2012 approaching, we wanted to celebrate the team and demonstrate our status as the country’s top digital brand. The solution had to use technology to take football to a wider audience.We realized that anticipation was the high point of Euro 2012 for many, after all, football can be a tough game; one minute you’re in with a chance, the next, you’re going home.We would bring all Czech consumers closer to the team in the run up to the big games. We’d do it at the cinema, a public place where the experience of playing a game could be shared even with those who didn’t participate.Our unique mobile-powered game required no preparation. Consumers would be able to enjoy 10-minutes of footballing frenzy before their movie.

Execution
An on-screen game before the summer’s biggest moviesDuring Euro 2012 we allowed cinemagoers across the Czech Republic a chance to play their own championship game, linking T-Mobile’s sponsorship of the national team with its digital leadership.Before key summer blockbusters such as Men in Black III or Ridley Scott´s Prometheus, mobile users were able to use their smart phones as a remote control and play a unique game on the big screen.All they had to do was connect with a free T-Mobile WiFi system and enter the special web address that was revealed on the screen.We let players select their team and enabled 10 people to participate simultaneously, with consumers being regularly sent to the subs bench to ensure that everyone who wanted could play. With the rest of the audience effectively trapped, the experience was automatically amplified to involve everyone in the cinema.

Effectiveness
Creating surprise, astonishment and boosting loyaltyWe created the perfect experience linking our passion for football and our leadership in the digital arena.In two weeks we exposed more than 22,000 cinemagoers to our unique game.Reactions were incredible as people expressed both surprise and astonishment that it was possible to create such a fantastic experience.Sometimes they even asked if the movie could start a little later.Brand loyalty scores improved significantly, rising by 6.5%.