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Velti Internal Contest for Mobile Campaign

for

UEFA Champions League Challenge


Submitted by
Panagiotis N. Alafouzos Every goal constitutes a chance for interaction and for a global celebration through your mobile device. It does not matter where you are on the planet; it only matters your passion for football and the fact that you have a mobile device always with you. Mobile is the medium that will connect fans from the stadiums with fans from everywhere else in the planet and will unleash under their common passion for Football and UEFA. Velti will build a GLOBAL mobile application (iPhone/Android) for UEFA that will allow football fans to celebrate each goal momentum by: 1. Shaking their mobile device for 10 seconds and/or 2. Chirring/Shouting in their device microphone to express their celebration and emotions for the goal just scored (it might also record volume of users in db scale and providing aggregate numbers for each goal/game) The killer functionality of the application will allow a user to register and select the game that he/she about to watch from the TV or the Web channels and track their celebration moments. Billboards inside the stadiums will display a HUGE animated rotating football that will represent the Earth. In the beginning of each game, the Ball-Earth will rotate and will display how many people have logged in the app and are about to watch the game globally (inside or outside the stadium it does not matter; we count users logged in the app). Billboards outside stadiums and/or Mall centers, Squares might also be utilized in transmitting the game and making more buzz about. We will target football fans especially in Africa and Asia.

idea # 1, Panagiotis N. Alafouzos

The result will be to have a rotating global sphere spotted with fans that are online (logged in the app) and ready to watch the game in the whole planet. Fans from the stadium will be able to see how many people are watching the game with them from home and fans watching from TV will feel, more engaged with the game and (the brand) and will contribute to each goal celebration. Users of the app will be able to see the earth from their device and from the TV in the Stadium. They will be able to interact with their phone and see their mark on the Earth. The application can be further branded for one of the sponsors (i.e. Heineken and can have Heineken bottles as pins on the map) Once a goal is scored the mobile app will display screen alerting people to celebrate by shaking their device or chirr to their device for a 10 seconds timeframe. The app will record this activity and publish in the billboards with a cool and fun animation; linking the stadium fans with all global fans and connect them with the brand (either UEFA or Heineken). The billboard animation potentially can display a Heineken bottle with increasing volume of beer (proportional to number of mobile fans celebrating) leading to a bottle explosion with fireworks displayed in the billboard and the app that will reveal the number of people that globally interacted with their device for this specific goal.

Users will get virtual chips by their celebration and will be able to get double or triple the chips if they have selected to publish their celebration in social media instantly. The app will also be able to generate stats about the engagement levels of each team and their fans globally. This installed base can be further utilized to start a Loyalty campaign for them. A check box in the app will allow users to preselect if they want for 1. Simple celebration or 2. Extended celebration in Social Media buzz

idea # 1, Panagiotis N. Alafouzos

The concept aims to create a social media flood instantly and create buzz in the online world as well as to traditional media. A potential marketing message in Facebook walls could be the following : Goooal !! 345.400 global fans are now celebrating Diego Maradonnas goal by opening a Heineken Beer. Do this yourself and get some of the great prizes form UEFA. In Facebook walls the above posting, can also include the photo of the player that just scored and this can also be posted with the above indicative marketing message. They key here is that we would only need fans to shout/chirr or shake their device to create this kind of interaction with the Social Media and the whole planet. Virtual chips will be used to create instant wins mechanisms and award fans for their activity and celebration with get prizes from the sponsors of UEFA. The main idea is to generate global interactions globally and connect UEFA with the highly emotionally momentum of a fan that is shouting /celebrating in the stadium. Ideally we aim for the whole world to shake their phones in a moment of passion and celebrations link them all together with their team and the brand. The estimated volume that can be generated from the idea is billions of transactions/celebrations. Velti can potentially define any pricing model i.e 0,01$ per interaction leading to 20 million revenue.

Indicative Math:
1. 290 goals, 72 games, average # of goals per game ~= 4 2. ~ 30.000 people in a stadium. Assuming of them supporting one of the two teams 3. Effective people: 15.000 people * 4 gls/game= 60.416 possible interactions from mobile per game 4. 60.0416 * 72 games= 4.350.000 total potential interactions( people inside the stadium) 5. Hypothesis: 100 million people will watch UEFA from TV per game globally. Assuming 7 % of them will engage with the app and celebrate with their phone, we have a base of 7 million for each goal, thus on Average they will celebrate (7m* 4 gls/game* 72 games) = 2,03 billion interactions global from mobile 6. Estimated global mobile transactions opportunity 2.034.350.000 only from shaking and/or screaming from mobile 7. Times x2 for social media sharing of the above interactions => total generated transactions ~ = 6 billion

idea # 1, Panagiotis N. Alafouzos

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