TRO and Fuse, both part of the Omnicom group of agencies, have been jointly appointed by Nissan to run the global car manufacturer’s experiential activation at the UEFA Champions League Final in Cardiff, June 2017.

The two agencies, who have worked together previously for the Berlin 2015 and Milan 2016 Finals, will work together to bring to life Nissan’s innovative partnership with UEFA Champions League at the UEFA Champions Festival in Cardiff, where over 200,000 fans are expected to visit.

Thomas Rodier, Events & Motor Shows Manager at Nissan Europe says: “Innovation that excites is part of everything that Nissan does, and nothing excites more fans around the world than UCL – so it’s imperative that our experiential activity reflects this. We were really impressed with the tender that Fuse and TRO proposed in partnership; both agencies showed real passion and commitment to delivering innovative brand experiences for UCL fans and visitors.”

Chris Booker, Business Development Director, TRO commented: “We are thrilled to have been awarded the UCL Final experiential project by Nissan for a third consecutive year. As an agency, we are well versed in delivering immersive and engaging experiences to maximise clients’ sponsorship campaigns. We’re particularly excited to utilise our TROi division to create a relevant and compelling brand story through a host of creative technology solutions.”

Fuse Managing Director EMEA Lou Johnson added: “We are excited to continue to work with Nissan on their UEFA Champions League Final experiential activation in Cardiff. Over the last two seasons, together with our partners at TRO, we have worked closely with Nissan to bring to life their exciting partnership with the UEFA Champions League, and look forward to another great Final this year.”

This activation is part of the global management of Nissan’s UEFA Champions League and UEFA Super Cup sponsorship by Fuse.

TRO, a specialist experience agency, has been working with Nissan since 2011 on campaigns including The Nissan Innovation Station at the O2 and Goodwood Festival of Speed.

Fuse is a marketing agency within the Omnicom Media Group which creates partnerships and experiences for brands. It specialises in strategy, activation and evaluation and offers seven core services: strategic consulting, partnership marketing, experiences, PR, content, data and insight.

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Walkers has backed the launch of a range of re-sealable 175g sharing packs with a new on-pack promotion as part of its Uefa Champions League (UCL) sponsorship.

Every promotional pack features the lower half of a football fan’s face. To enter, shoppers need to hold the pack up to their own face, take a selfie and share it on Twitter, Instagram or Facebook for a chance to win.

Entrants must be aged 18 or over and must not have been convicted of football hooliganism or have been banned from attending any sporting event.

The ‘Snap & Share’ promotion runs for 12 weeks from January 30th 2017 and offers consumers the chance to win a range of UCL-themed prizes. There are more than 7000 prizes in total, including 7,000 prizes of an adidas UEFA Champions League football, 500 prizes of a 500gb Sony PS4 with a Konami Pro Evolution Soccer 2017 video game, 20 pairs of Quarter-Final Match tickets including travel contribution and one night’s accommodation, 14 pairs of Semi-Final Match tickets including travel contribution and one night’s accommodation and six pairs of Final tickets including travel and two nights’ accommodation.

John Savage, UK brand manager – Walkers Crisps at PepsiCo, says: “Currently in the UK, one in five social occasions where snacking takes place don’t include sharing packs. We recognised this as an opportunity to drive incremental sales by introducing larger format bags of the nation’s favourite crisps, perfect for sharing. The re-sealable sticker gives shoppers the option of sharing their crisps or re-sealing them to keep them fresh and saving them for later.

Savage adds: “Watching a football match with friends or family is an ideal occasion for sharing snacks, so the UEFA Champions League is the perfect match for the launch of our new re-sealable sharing packs. The football-themed ‘Snap & Share’ on-pack promotion was designed to appeal to fans who love the social occasion around the UCL.”

An eight-week TV campaign will support the launch of the new sharing packs, which are available in four Walkers core flavours; Ready Salted, Cheese & Onion, Salt & Vinegar and Prawn Cocktail.

The ‘Snap & Share’ promotion features across key Walkers SKUs including Tear ‘n’ Share and Grab Bags, as well as the new sharing pack range.

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UEFA has announced details of its 2016 Trophy Tour, which will see the Henri Delaunay Cup visit 25 cities in France between April 1st and June 9th, carried on a special train and giving the public a rare chance to get up close and personal with it.

UEFA says in a statement that the UEFA EURO 2016 Trophy Tour train “will take young and old on a unique adventure”. Jacques Lambert, EURO 2016 SAS president, calls it an opportunity to “take all French people to the heart of the event.”

The train and the experiential activity around it have been designed for UEFA by award-winning London-based integrated and experiential agency, Space.

The train will spend three days in each of the UEFA EURO 2016 host cities, as well as two days at all other stops. The train will be officially inaugurated on day one in the presence of local personalities, UEFA representatives and regional sporting ambassadors. The trophy will then travel round the city to meet the public before being installed in the train. It will remain within the station for a couple of days, with visitors able to check it out from 09.00 to 18.00.

The train is made up of four carriages. The first one offers visitors the chance to have their photo taken with the trophy, while the second contains a EURO museum comprising of photos, videos, shirts and more. The third carriage will be the ‘David Guetta recording studio’, where fans can play their part in recording the official tournament song. In the last carriage, there will be an exhibition of all previous EURO mascots and the revelation of some secrets about this year’s mascot, Super Victor.

The ‘David Guetta Recording Studio’ carriage ties in with an online competition which UEFA launched in December where fans can upload contributions to the official chant for the tournament which Guetta is creating. Anyone who contributes will get a piece of personalized artwork plus the chance to win tickets to the opening match and to Guetta’s free concert on the eve of the tournament at the Champ de Mars under the Eiffel Tower in Paris and meet Guetta himself.

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Pepsi MAX has launched a new football-themed campaign featuring top footballers from the English Premier League and Spain’s La Liga linking to the soft drink’s new PepsiMojis global campaign.

To enter the prize draw, consumers download a new Pepsi MAX app and scan PepsiMojis found on limited-edition packaging to access Augmented Reality content and find out whether they have won.

The promotion builds on the recent official sponsorship deal signed between PepsiCo’s flagship brands Pepsi MAX, Walkers/Lay’s, Doritos and Gatorade and the UEFA Champions League.

An on-pack promotion is already running on the company’s savoury snacks products; the Pepsi MAX prize draw opens on March 1st.

To support the sponsorship deal and the promotion, PepsiCo has launched a new global TV ad, Blue Card (click here to view on YouTube), which kicks off a football-themed campaign of the same name featuring some of the world’s most famous footballers.

The #Maxfootball campaign features Manchester City striker Sergio Agüero, Real Madrid star James Rodríguez, Manchester City and Belgian captain Vincent Kompany, Arsenal’s Alexis Sánchez and Manchester United keeper David de Gea.

In the TV ad, two unsuspecting delivery drivers gets the surprise of a lifetime as a pickup game with members of the Pepsi MAX team breaks out in the most unexpected fashion.

Carla Hassan, SVP, Global Brand Management, PepsiCo Global Beverage Group, says: “The Pepsi MAX Blue Card was created to stop boredom in its tracks and unleash unexpected moments of fun. While the traditional red or yellow card might stop play, the Pepsi MAX Blue Card signals that things are about to get exciting – which is a perfect kick-start to the year for our iconic brand.”

With the final stages of this year’s Champions League underway, Pepsi MAX has launched its “Maximum Football” program across Western Europe. The marketing blitz includes the new Pepsi MAX augmented reality app giving fans the chance to win football prizes, including match tickets to the quarter-finals and semi-finals and a trip to the UEFA Champions League Final on 28th May in Milan, Italy.

The app will be available to download from March 1st on both iOS and Android devices.

The “Say It with Pepsi” global campaign will see specially-created Pepsi emojis based around the Pepsi roundel and colours appearing on packaging across the brand’s portfolio of drinks, including regular, MAX and diet or light.

The PepsiMojis first appeared in Canada last summer and were then introduced into a number of other countries including Russia, Pakistan and Thailand.

The soft drinks giant is looking to use emojis to connect with a younger audience which is used to communicating digitally using emojis, other symbols and text-based shorthand.

The PepsiCo Design & Innovation Center has created hundreds of different PepsiMoji designs, some which will be used globally and others which have been tailored for local markets.

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PepsiCo has relaunched its #gameready UEFA Champions League promotion across its soft drinks and savoury snacks portfolio, offering football fans the chance to win hourly prizes of UEFA related merchandise plus entry to a draw to win tickets to the UEFA quarter final, semi final and final matches and a grand prize of a VIP trip for two to the Final in Milan.

The on-pack promotion is capitalising on PepsiCo’s sponsorship of the UEFA Champions and will give the brands high visibility with football fans in advance of the start of the Euro 2016 tournament in France on June 10. The UEFA Champions League Final takes place on May 28.

One entrant will win the grand prize package, including travel to Milan for two people, a tour of the city, lunch, evening drinks reception and a shopping trip, plus tickets to the final.

There are another six pairs of tickets for the final to be won, including travel and accommodation. There are then 20 pairs of Semi-Final tickets and 32 pairs of Quarter-Final tickets available.

There are 40,000 hourly prizes to be won, including 22,000 UEFA Champions League branded T-shirts, 10,000 UEFA Champions League branded footballs and 8,000 UEFA Champions League branded sharing crisp bowls.

Consumers can enter up to 24 times a day, but have to have a different unique code from a promotional pack each time they enter. Entry is via the promotional website, www.game-ready.com.

The promotion is currently running in the UK, Republic of Ireland and Germany on PepsiCo’s Walker’s Lay’s and Doritos products. From March 1 2016, it will be rolling out to another 12 European countries and will also be appearing on-pack across Pepsi and Pepsi Max  products.

PepsiCo first ran a #gameready between September 12 2015 and November 12 2015. That campaign was supposedly the first to be run simultaneously by PepsiCo across its European markets on both food and beverage brands.

Thomas Barkholt, Marketing Director at Walkers, says: “We’re thrilled to be launching our latest #Gameready promotional campaign in conjunction with our UEFA Champions League sponsorship. This football tournament is renowned as one of the most anticipated competitions in the sporting calendar and we’re delighted to be offering match tickets to football fans across Europe, including an exclusive VIP trip to the final – the world’s biggest annual sporting event!”

PepsiCo’s latest on-pack promotion will be supported with a major marketing campaign, including new high-profile TV advertising featuring Britain’s Gary Lineker and football superstar Lionel Messi, strong levels of in-store activities, digital, social media and impactful POS materials. Additionally, the campaign will be supported by stadium branding, interview backdrops and perimeter boards.

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Manchester United legend Peter Schmeichel has been unveiled as the face of Carlsberg’s UEFA Euro 2016 sponsorship campaign, which includes a consumer promotion offering fans ‘probably the best prize ever for a football tournament’.

Consumers can win a VIP experience at one the tournament’s semi-final games at the Stade de Lyon and then on the following day will enjoy a range of football-themed activities at the famous stadium, such as crossbar challenge and bungee football with past players who took part in the UEFA Euro tournament, including Danish keeper Schmeichel.

Carlsberg says engaging fans through digital channels is its top priority for Carlsberg and that it will be running its most ambitious digital campaign during any UEFA EURO with a range of cutting edge digital activations which will engage consumers on a daily basis prior to and during the tournament.

For the first time ever, fans around the world fans will have the chance to vote for their official Carlsberg Man of the Match for each of the tournament’s 51 games via social media in addition to the online voting system at UEFA.com. The new voting mechanic will tap into real-time fan conversations and provide an easy-to-access voting platform, giving fans a greater say in who wins each coveted award.

In line with its commitment to promote responsible consumption and to help fans celebrate responsibly, Carlsberg will run a number of awareness activities that encourage fans to enjoy its beers responsibly. Activities will take place within the fan zones in France and other markets.

Richard Whitty, Senior Marketing Manager Football, Carlsberg, says: “As with all our football partnerships, our ambition throughout UEFA EURO 2016 is to make football better for the fans. We have a number of clever campaigns that will make fans feel more involved in the tournament such as social voting, meeting the trophy and legends, plus actually getting fans onto the pitch where their heroes have played in the Semi-Final only the day before. There will be more to come as we get nearer to the tournament, but we’ll be doing everything with the usual Carlsberg wit, humour and football insight.”

The UEFA EURO2016 organisers themselves will be using digital media to involve supporters in the tournament experience, including the launch of the #SupportYourTeam Twitter campaign at the final draw in Paris. Fans who tweet @UEFAEURO with the name of their favourite team receive a message containing a personalised digital badge.

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