#PASSTHESWAG: VIVO’S ATTEMPT OF CONNECTING FOOTBALL WITH MUSIC

#PASSTHESWAG: VIVO’S ATTEMPT OF CONNECTING FOOTBALL WITH MUSIC

June 21, 2018

With their cutting edge technology & AI powered cameras providing the ultimate photographic experience, Smartphone company Vivo has been making some serious inroads into the tech market in a short period of time. Vivo has been a device of much preference to mass numbers of people all around the world because of their latest technological attributes & amazing experience of cellphones. With its increasing popularity, Vivo has managed to strike up a deal with FIFA to be their official Smartphone sponsor for the World Cup. Like every other big name in the market, Vivo has also come up with a great user engaging campaign for the FIFA World Cup 2018. The campaign brings together two aspects of life people love the most: Football & Dancing.

#PassTheSwag is the name of Vivo’s campaign for the World Cup. Combining music with football is one of the best & most user engaging combination there is. It basically brings people from two different worlds together. Throughout this campaign, Vivo encourages everyone to come forward & dance to the tune of the Official theme song of the World Cup ‘Live it Up’, by Nicky Jam, Will Smith and Era Istrefi. Vivo also encourages people to record the video with their Vivo phones which of course, promotes the brands to the masses. Besides the dancing, Vivo also encourages its users to record their unforgettable and cherish able experiences and share them with the world. Fans watching the matches live in the stadiums are also encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches all throughout the course of the tournament.

Even though the campaign brings together dancing & football, Vivo isn’t down to confining its users to these two aspects only. They have also asked the users to record or snap pictures of various moments of the World Cup, be it training or the sheer ecstasy of a player scoring the winning goal. They’ve also encouraged them to upload the contents on social media, spreading the love & emotions of the beautiful game and the greatest show on Earth among the people of this universe. 

Speaking about this much talked about concept; Michael Chang, brand director, International Business, Vivo was understandably ecstatic to have such involvement in the ‘biggest stage’ of world football according to his words, “Globally, we’ve seen how, when tied together, music and performance goes hand-in-hand with sports to create truly extraordinary moments. #PassTheSwag brings to life our campaign theme ‘My Time, My FIFA World Cup‘, in getting everyone excited and by allowing fans to be part of the World Cup through a fun and catchy dance,” Chang said.

Vivo encouraged all the fans to go beyond the barrier of just being an audience or a spectator. Rather they welcomed them to look into their creative-selves as they become creators & directors of their own little movie with the capturing of extraordinary moments to be seen, shared and remembered & reminisced for a lifetime. This #PassTheSwag campaign is also a part of the Vivo Super Time project which also consists of music themed activities like the Vivo Super DJ Show at all the matches. Vivo has also unveiled a ‘Super Fan Photographer programme’ in which the selected fans can get unprecedented access to pitch-side, the stadium and even to the warm ups session access to capture and share these extraordinary moments. All of these campaigns are under Vivo’s global World Cup campaign, ‘My time, My FIFA World Cup’.

This campaign, “My Time, My FIFA World Cup”, has been designed to bring football fans from all over the world closer to action, to build up connections among them, to break whatever third wall there may be & let everyone enjoy the greatest show on earth altogether. Vivo plans on incorporating the brand with its spirit of football and truly display their values of proper efficiency, professionalism, creativity amongst all the fans all over the world. Vivo plans on leveraging its core brand DNA (“Camera & Music”) to succeed in their quest. This entire campaign, on a whole, will allow fans to fully experience, capture and share beautiful moments around them, using their smartphones. With the help of this, Vivo plans to establish themselves as THE smartphone brand in the world who can also connect with their users on a different level other than that of just buyer & seller.

Written By Quazi M. Nazmus Saquib Bin Nizam

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