UEFA EURO 2020 is approaching and Now TV, its broadcaster in the city, has appointed Havas Hong Kong as the lead agency to launch the event.
Now TV has invited boy band MIRROR to perform the theme song The Beautiful Game and its music video. Apart from this, a series of MIRROR-featured collectibles are designed for Now TV customers, including posters, postcards and player card sets. Moreover, a set of digital MIRROR stickers, available for WhatsApp, Telegram and Signal, has been created, combining their facial expressions and football terms and slang.
“UEFA EURO 2020 is one of the most popular football tournaments in the world. we team up with MIRROR to make UEFA EURO 2020™ one of the most engaging and memorable football tournaments to Hong Kong audiences. With MIRROR’s wide fan base, it also allows us to reach out to a broader audience beyond the hardcore football fans," said Derek Choi, head of pay-TV, PCCW Media.
Looking ahead, a series of digital and social media campaigns and games will be launched in June to further engage football and MIRROR fans.
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