Shoot And Score | Vodafone Champions League

In 2008, Vodafone had several large sponsorships of sporting events including cricket, Formula 1 and in particular, the UEFA Champions League.

They wanted to support their football sponsorship activities with a campaign that excited passionate fans and was engaging enough to interact with the brand.

We proposed a solution to keep Vodafone at the forefront of mobile, a seamless arrangement of intelligent picture recognition, multi-media messaging, SMS and WAP to provide a rich engaging consumer experience.

Vodafone didn’t miss a trick, the following campaign called Shoot and Score appeared on posters in and around Champions League matches and in Vodafone in-store magazine.

Shoot and Score, developed in conjunction with Mobile Acuity, used pioneering image recognition technology and an original creative idea to engage consumers in a mobile penalty shoot out, supporting Vodafone’s sponsorship of the UEFA Champions League across multiple channels.

Football fans were asked to take a penalty kick by taking a photo of where they wanted to shoot on the poster and sending it in. The picture recognition technology, then matched the incoming MMS picture with the area of the goal. The user was then sent a link via SMS and the correct WAP page was served showing the goal keeper saving or missing the ball in the direction originally selected. Successful penalties takers were entered into a prize draw to win VIP tickets to the final, while others were driven to a WAP site with more fun football activity.

The poster fitted the Champions League sponsorship perfectly, the innovative interaction mixed with the great incentive led to this campaign picking up two Mobile Marketing Awards for ‘Best Creativity’ and ‘Most Innovative Use Of Technology’.