For the Euro 2012, Orange joined the pool of official UEFA sponsors. To manage the digital activation of the partnership the brand developed a new dimension in communication for the European community at large. “Shake and Shout” was the system’s mobile application.
“50% of European Internet users have a second screen on hand when watching television...”
We came up with “Shake & Shout”, to reflect a true fan’s engagement and digitally relay the gestures and noise that represent a supporter's enthusiasm. A simple and fun way to support a team during a match on the social networks for all European supporters.
During a match, I pick the team I want to support. The more I shake, the louder I shout – the more badges I win. Each shake or shout that is published on Facebook or Twitter means I can participate in an ‘Instant Win’ game to try and win a number of different prizes including tickets to the final of the EURO!