The UEFA Euro 2020 tournament is renowned for providing a month of mesmerising football, awesome goals and shocking losses. But for Aussie lovers of the world game, it is hard to stay up to date on all the action as the games are played in the early hours of the morning. To counteract this, during #Euro2020, around 75% of fans used Twitter to keep updated with key moments and scores from games overnight. Twitter also served as a kind of ‘digital pub’; enabling fans from around the world to connect with what they are really passionate about and to share the highs and lows.
As the official Australian broadcaster of the UEFA Euro 2020, @OptusSport wanted to create the ultimate fan experience for football lovers in Australia and give fans an easy way to catch up on all of the games. They created a clear call to action, encouraging fans to Heart their Tweet in order to receive daily updates across the tournament.
Each morning fans received a daily personalized update directly from @OptusSport ensuring fans never missed a moment. These daily updates consisted of a branded Twitter Moment. Each Twitter Moment featured highlights, analysis as well as a subscription offer for Optus Sport.
People come to Twitter to keep up to date with what’s happening. The most effective way to drive national impact is using Twitter’s Takeover formats. @OptusSport used Twitter Takeovers across key moments to create hype and drive awareness of their #Euro2020 broadcast and subscription offer in Australia.