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Orange Group is planning a host of activity to mark its sponsorship of UEFA’s Euro 2012 this summer including an official mobile app for the tournament and online promotions with Sony Mobile.

The mobile operator is working on a mobile app to commemorate the tournament which takes place in just over 60 days in Poland and the Ukraine.

The activity with Sony Mobile is part of Orange Group’s pan-European sponsorship packages and for Sony, which is re-entering the mobile market, it is also part of its marketing plan to promote its latest smartphones.

Activities include a co-branded Facebook game to win smartphones and tickets to the tournament, as well as the Orange Supporters’ Cup game, created by Paris-based creative agency Mnstr, that encourages fans from across Europe to compete with each other in the run-up to the tournament.

John Constantinou, Orange Group’s head of global sponsorships and partnerships, said the sponsorship package and promotional activity was aimed at encouraging its subscribers to be more digital-savvy and aware of the full extent of services offered by Orange.

“The overall sponsorship strategy is about bringing our customers closer to their passions, be it music, technology or sport,” he said, adding that partnering with a handset manufacturer for the promotions helped “bring those to customers.”

Constantinou also said that further examples of the brand’s promotional activity would be offering incentives, such as competition entries, to top-up to its services in the run-up to the tournament.

“We’ll create a host of bespoke products around the tournament, so there’ll be things like ‘top-up to win’ [prizes such as tickets] with things like pre-paid phone credit and Orange Swapables [Orange’s music, newspaper and TV subscription services],” he said

The operator group’s commercial partnership with the tournament will also include offering specific roaming deals for fans attending the tournament this summer, between its various operating units such as Orange UK and Orange Poland.

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Published 3 April, 2012 by NMA Staff

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