E.on Launched Virtual FA Cup Campaign

Energy company and FA Cup sponsor E.ON has launched new integrated campaign as part of the season-long Family Football initiative for The FA Cup Final held at the end of the month.

The campaign aims to encourage families to come together to watch The Final by offering a range of exclusive online content at www.familyfootball.co.uk,including Augmented Reality technology that allows users to actually hold a virtual FA Cup.

Users will be directed to hold a two dimensional ‘AR Marker’, printed on paper in the shape of the famous trophy, up to a webcam which will immediately reveal a 3-dimensional digital version of The FA Cup.

Created by TBWA London and built by SpecialMoves, the campaign capitalised on the current trend of virtual sport, helping to make a more family atmosphere for football watchers.

Additionally, From 25 May 2009, families will be able to film or photograph themselves holding the trophy against superimposed FA Cup scenes, such as with players in front of a packed Wembley Stadium.

The campaign has been integrated across all communications channels, including print and digital advertising, direct mail, customer communications and PR, with all E.ON’s agencies, brandRapport Arena, Mediacom and TBWA, working on the venture.

The campaign marks the finale of E.ON’s efforts to bring families and football together by offering a host of FA Cup benefits.