Wade, Podolski And Materazzi Lead Fan Giveaways

Following a 12-month delay, UEFA EURO 2020 captured the attention of the continent with fixtures being played across the 11 host cities. As an Official Partner of the tournament Hisense, supported by CSM, had an ambition to create a campaign that would allow them to increase their brand awareness and brand affinity throughout their key European markets.

Following the success of Upgrade Season in the US with Dwyane Wade – we decided to evolve that campaign into what became the ‘Hisense Upgrade Squad’ – a group of 17 brand ambassadors across 7 countries whose job was to improve fans EURO 2020 experience through upgrades and giveaways, and to educate Hisense’s audience about their products.

With Dwyane Wade, Lukas Podolski, and Marco Materazzi as the leaders of the Hisense Upgrade Squad we also assembled a group of other talented influencers from Spain, Germany, France, UK, Italy, and Russia, such as Spencer FC and Laure Boulleau, who helped to deliver content and key messaging to their fans around the world. Various promotions ran throughout UEFA EURO 2020 allowing fans to win Hisense products, match shirts, and tickets in order to give fans a memorable EURO 2020 experience from the comfort of their own home as part Hisense’s commitment to the tournament.

Deploying the international “Hisense Upgrade Squad” campaign spanning from all over regions of Europe, we looked to bridge the gap and bring the football community together through content creators and football personalities with large social media audiences in order to bring Hisense into authentic football conversation about the tournament.

As UEFA EURO 2020 drew to a close, we helped deliver over 23M engagements on content we produced and grew Hisense’s global social media audience by over 405K across the Hisense Sports and Hisense key market channels.