Today marks 100 days until France hosts the 15th UEFA European Championship (#EURO2016) and the excitement on Twitter is already building. Here are five ways advertisers can seize the creative opportunity.
Even before Christmas, the draw for the group stages saw more than 384K mentions(1) of the tournament across Europe. It points to how Twitter will be the live connection to Euro 2016. This is echoed in recent research that found 65% of UK Twitter users(2) said that they were excited for the tournament’s arrival when asked six months ago.
This anticipation reflects how passionate Twitter users are about football, and the broader appeal that comes with a major tournament like the European Championships. As many as 73% of UK users say that they are interested in football — and 50% saying they love the sport(2).
The passion of football fans on Twitter is rooted in the knowledge that Twitter makes watching football better. The study(2) concluded that Twitter was the number one place for: connecting with other fans, real-time updates, breaking football news, and expert opinions (compared to other online sources).
Since the 2014 World Cup in Brazil, the creative canvas on Twitter has expanded dramatically for brands. We have launched a range of new products and formats to help brands best seize opportunities on Twitter whether those are everyday moments or major events like #EURO2016. We’ve highlighted some of the ways advertisers can get the most out of Twitter as the biggest European sporting event of the year approaches:
Five ways brands can win during #EURO2016
The opportunity for brands to bring their #EURO2016 campaigns to life has never been bigger and we can’t wait to see how the evolution of Twitter and our ad products will help them achieve their goals.
Source: 1. 12/12 - 13/12. Twitter Internal Data team - search terms associated specifically with the EURO 2016 Draw
2. Twitter commissioned study conducted by Research Now, Dec 2015, UK, 18-49, n=1119 (Twitter 574, non-Twitter 451)