ISG activate Continental Tyres’ UEFA EURO 2016™ sponsorship

Sep 19th 2016

Working with its client Continental Tyres, ISG and Continental created the ultimate fan guides for this summer’s UEFA EURO 2016™ tournament in France. ISG developed the #RoadToFrance and quite literally have taken the fan’s on the road, generating over 1 million views.

ISG created and produced nine ‘Fan Guide’ videos focussing on all the UEFA EURO 2016™ host cities in France, with each video including a high profile football legend such as, Djibril Cissé, John Hartson, Darren Anderton, Kevin Kilbane and David James. David even booted up to try and recreate one of England’s most iconic goals of all time; Michael Owen’s England goal against Argentina, in St Etienne!
ISG’s road team led by talkSport’s Dom McGuinness travelled through France over 13 days and worked with UEFA, local tourist boards and Ligue 1 football clubs to explore the cities, fan zone sites, city hotspots, plus offer the best travel options and local tips, available to the football fanatics making the trip.
Hosted on Continental Tyres’ Facebook page, their YouTube channel, and supported by media partners FourFourTwo and Stuff Magazine, over 1 million people viewed the videos.
The nine part series is available to view online here.
On the series Peter Robb, Marketing Communications Manager at Continental Tyres UK said: “We wanted to utilise our exclusive UEFA assets to engage with target audiences, and also to reinforce our support and brand association with football, specifically our Official Sponsor status of the UEFA EURO 2016™ tournament. ISG took the lead and were essential in developing and implementing the fan guide content and audience engagement, while continuing to reinforce our core brand values – Safety & Performance”