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UEFA - Champions League

Posted by never.no on Jan 14, 2015 3:57:00 PM
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Client: UEFA
Project: Champions League

never.no and UEFA partner to deliver fan interaction for The Champions League Final at Wembley. 

IMG_1755The UEFA Champions League final has worldwide appeal, with hundreds of millions of fans across the globe enjoying the world's most-watched annual sporting event on television and social media platforms. 

The final between FC Bayern München & Borussia Dortmund was aired in more than 200 countries to an estimated global average audience of 150 million, and a projected global unique reach of over 360 million viewers.

Why is Social interaction so important to UEFA? 

UEFA recognise the importance of digital channels, in particular social media, for driving engagement. 

The UEFA Champions League continues to be the prime driver of traffic to UEFA.com, with a 13% year-on-year growth in visits and 25% in visitors to the competition's homepage. Social channels such as Twitter, Facebook, Google+ and YouTube drive the growth in UEFA.com traffic with 22m followers. These levels of interaction send a very clear message to advertisers and commercial partners - UEFA gets digital and social, know how to engage fans and understand how engagement with fans is essential to enable competitive advantage for partners. 

never.no enabled UEFA to further expand its digital capability with innovations at the four-day UEFA Champions Festival and at Wembley Stadium. Over 1,000 tweets and posts from fans, VIPs & celebrities were displayed on two stadium screens before and after Bayern's victory. never.no also provided interactions to the Wembley Stadium Hospitality & Concourse screens throughout the final.

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 Key engagement points during final week included: 

* 4.8m tweets referring to the final, the teams and the players from 90 minutes before kick-off until 30 minutes after, with a peak of 117,601 tweets per minute after the final whistle was blown. 

* Around 190,000 uses (150,824 on final day) of UEFA's chosen hashtag, #UCLfinal, which was adopted by both finalists, with monitoring carried out by never.no. 

* The first European integration of a live stream and Google+ hangout for the Ultimate Champions match. 

* 4 million people have either +1'd or followed the UEFA.com Google+ page – an increase of 3.7 million since the 2012 final. 

+ 175,000+ new Facebook likes, including a UEFA record 200,000 likes for a single post on Saturday, pushing the total number of supporters on the official UEFA Champions League page close to 9 million.