Good Evening Europe: Brands and Eurovision

Good Evening Europe! Love it or hate it, Eurovision holds sway over the eyeballs and thumbs of millions of Europeans every year – and still more watching around the world! This offers a great opportunity for brands big and small to get in on the action and use all that rapt attention to promote their brand and have a bit of fun along the way! We’ll take a look at how some of the official sponsors have capitalised on Europe’s biggest and wildest singing competition.

            As per this article on Adweek, “There is nothing else like it. Think of something resembling an indoor Pride March on the scale of Live Aid and perhaps you could come close. An estimated 30,000 people will travel to Liverpool for this year’s event, which is set to be watched by an audience of millions with an estimated 161 million people having watched last year’s contest “

            In terms of social media marketing, Moroccan Oil – Eurovision’s official presenting partner – presented a strong showing, with a dedicated social hub  where they collected all of their BTS content, such as this gem below:

The other major sponsor was Bailey’s. Their stated aim, as per this article in The Drum  was to target younger consumers as the Eurovision song contest always skews young in terms of demographics. “In last year’s grand final under 25-year-olds accounted for 56.2% of the audience profile, proving younger demos are drawn to the contest.”

Their plans involved hosting watch parties in key locations and sending cocktail sets out to drinks influencers. In a masterstroke of brand synergy, they produced a series of Conchita Wurst (who won the event in 2014) – fronted cocktail recipe videos:

On the night and in the run-up to the event, Bailey’s social media voice was light, bubbly and excited, this really appeals to the younger demographics they were courting with this campaign and the engagement numbers speak for themselves.

Sometimes it pays off to have the  perfect brand and event combo that really spark discussion on socials. It can be a delicate balancing act between creative vision and nuts and bolts deployment, but when it works it can really work. If you’d like to get in touch to talk about promoting your brand then you can find all of Ifs contact details on our website

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