Continental Tyres Launches #contipredicts

UEFA Euro 2016 official tyre sponsor, Continental Tyres, is launching a competition in collaboration with Initiative UK, where fans can win VIP tickets to England versus Wales in St Étienne and the final at the Stade de France in Paris.

Continuing from the brand’s 2014 campaign for the FIFA World Cup, Continental will launch a new UEFA Euro 2016 version. Each challenge will be on over 2,000 digital billboards including Waterloo Station, plus digital screens in sports bars across the country.

Initiative will once again be working with Squawka and fans will be invited through social media to predict the results to tweeted football questions such as ‘How much possession will England have?’, or ‘How many passes will Ronaldo make?’ Predictions will be judged against Squawka’s real-time match scores and statistics.

Grand Visual, a partner to the project, will work with Squawka to produce dynamic visualisations of match stats using its “OpenLoop” technology. The technology will allow for creatives to be displayed on billboards featuring Squawka’s data feed and the #ContiPredicts live twitter stream with fan’s predictions and messages.

To engage fans further in the lead up to the tournament, the campaign kicks off during the Champions League Final. The social media competition will continue with the UEFA Euro 2016 opener on 10^th June with France hosting Romania plus all England group stage matches of the tournament.

Alex Moore, digital activation manager, Initiative UK, said: “After the success of the #ContiPredicts in 2014, we wanted to extend the campaign beyond social media for UEFA Euro 2016. Mobile is at the heart of everything we do and now we’ve added digital out of home placements that will not only be hugely impactful, but we will also be syncing real-time match stats, graphics and fan tweets too. Second-screening is prevalent in every area of our lives and we want Continental Tyres to be front of mind as fans travel and engage with UEFA Euro 2016.”

Peter Robb, marketing communications manager, Continental Tyres, added: “We are really excited to build on the momentum set by our #ContiPredicts campaign from 2014, using digital out of home billboards for maximum impact that will keep Continental Tyres in the minds of fans during UEFA Euro 2016, and making our brand a central part of the exciting tournament.”