Sevens sponsors Cathay Pacific and HSBC are taking a stronger digital focus to active their involvement in Hong Kong’s biggest sports event this year.
Like previous years YouTube and Twitter are playing a central role, along side live events which both HSBC and Cathay are planning in coming weeks.
On Twitter, HSBC is drawing in fans under the theme of #BRINGYOURGAME, while Cathay is opting for a party themed #partyhasarrived.
— Cathay Pacific (@cathaypacific) March 7, 2014
Working with Saatchi & Saatchi London, HSBC’s campaign pits top teams like England, New Zealand and the USA against tribes of fans dressed in outlandish costumes. It aims to reflect the Sevens mind-set that whether you’re on the pitch or in the stands, Sevens is all about one-upmanship in performance.
HSBC said a trimmed-down version will air globally with the full version to live online and be played at the event. The ad will also run as pre-rolls, on transit media, OOH and in print. Media planning and buying is through Mindshare and Event Activation and PR is handled by Fast Track.
Cathay Pacific has again released a digital-led campaign which puts Cathay flight attendants through various situations.