Jeep Italia (@JeepItalia) saw its sponsorship of Juventus FC (@JuventusFC) as an opportunity to expand its visibility beyond the club’s fan base and to connect with the millions of football fans around the world.
@JeepItalia set up a Twitter Live Studio to ensure access to real-time conversation during the 2015 UEFA Champions League Final. The brand worked with popular Italian illustrator Ale Giorgini (@alegiorgini_), who created humorous images that formed the basis of @JeepItalia’s Tweets during the match.
During the final, @JeepItalia remained high on user radars with Promoted Tweets, which it ran in five languages. It targeted the most popular football-related profiles in Italy, the United Kingdom, Spain, France, and Germany. As well as teams like @JuventusFC and @FCBarcelona, it targeted local sports media and TV channels, football stars, and experts.
During the Live Studio, Twitter gave @Jeep_Italia access to its proprietary content curation tool. This allowed the brand to monitor conversations and to optimise targeting.