(WFI) Euro 2012 partners Carlsberg, Orange and Castrol are ramping up their social media efforts with a month to go until kickoff.

Euro 2012 kicks off June 8 at Warsaw National Stadium in Poland. (Getty Images)

Their focus away from traditional broadcast media and toward online campaigning is to keep from getting overshadowed by corporate giants like Coca-Cola and McDonald’s, who are sponsoring both the UEFA showpiece and the London 2012 Olympics. 

“We’ve never previously used Facebook on this scale to understand the England fan and talk to them about what they know and love about the game,” Carlsberg UK marketing director David Scott told Marketing Week.
“Consumers tell us that the Olympics don’t give the same sense of drinking occasion that a football match does, so we’re applying this insight to drive sales in pubs and supermarkets,” he added about the Danish brewer’s campaign to encourage English supporters via a series of web-based challenges.
Motor oil company Castrol plans to use predictions from its EDGE Index – the official Euro 2012 ranking system – to interact with Facebook and Twitter users in real-time.
“It’s not just about the index tools this year,” a Castrol spokeswoman was quoted by Marketing Week. 
“For example, we’re extending our Tested to the Limit partnership with Portugal star Cristiano Ronaldo through a new digital and social fan activation.”
Cellular network Orange is another Euro 2012 sponsor making interaction its top priority ahead of the Olympics.
“Big TV ads and perimeter boards in the stadia alone won’t be enough to achieve cut-through in this busy year,” John Constantinou, Orange’s head of global sponsorships and partnerships, told Marketing Week.
“We want to add value to football fans and our customers to improve their brand preference and hopefully make them more loyal.”
That added value, according to Constantinou, will come through Orange’s use of social media for its Supporters’ Cup competitions as well as the launch of an official Euro 2012 mobile app.

Football, Formula 1 Team Up

Chelsea FC are joining forces with Formula One team Sauber F1 of Switzerland to celebrate their 20th birthdays together.
“This is an innovative partnership that will see a football club link up with an F1 team like never before, bringing together two of the world’s biggest sports and uniting our fans,” Chelsea CEO Ron
Gourlay said in a statement.
“Their philosophy towards grassroots development has produced some of the best drivers in F1, which mirrors our dedication to develop promising young football talent through our Academy.”
Blues branding debuted on Sauber F1 cars earlier this month but will officially launch next week with drivers Kamui Kobayashi and Sergio Perez displaying the Champions League finalists’ crest on their cars for the Spanish Grand Prix and future races.
Monisha Kaltenborn, CEO of the Sauber F1 Team, added: “In either case we are talking about team sport at the highest – and international – level. The Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas.”
By INSIDER’s Matthew Grayson

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