FIFA World Cup 2018 sponsor Vivo has launched a global integration initiative #PassTheSwag for the Russia World Cup 2018 official song ‘Live it Up’.
VIVO in Indian sporting circles is better known for its title sponsorship of the Indian Premier League and the Pro Kabaddi League.
The Chinese smartphone brand will leverage its presence in the FIFA World Cup 2018 globally. On the eve of World Cup in Russia, the brand has announced the launch of Vivo #PassTheSwag, a global dance movement aimed to unite both football and music fans around the world to create an iconic memorable moment for the 2018 FIFA World Cup.
The initiative will bring people together through a common dance language and to the tunes of the 2018 FIFA World Cup Russia official song, ‘Live it Up’ by Nicky Jam, Will Smith and Era Istrefi.
Vivo hopes to empower the football fans across the globe capture unforgettable memories and express themselves through Vivo #PassTheSwag during the FIFA World Cup 2018. , aligning with its product focus on creating smartphones with quality sound, ultimate photographic experience and cutting-edge technology.
As part of the launch, fans from around the world are encouraged to share their videos on social media as they #PassTheSwag to the tune of the Official Song. Throughout the tournament, fans watching it live will also be encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches.
Speaking about the announcement, Michael Chang, Brand Director, International Business, Vivo, said, “The FIFA World Cup is the biggest stage in world football, and a massive celebration which brings together people from across the globe. In sponsoring the 2018 FIFA World Cup, we encourage fans to go beyond being just an audience, but to become a participant, a creator, and to enable extraordinary moments to be seen, shared and remembered.”
“Globally, we’ve seen how, when tied together, music and performance goes hand-in-hand with sports to create truly extraordinary moments. #PassTheSwag brings to life our campaign theme “My Time, My FIFA World Cup” in getting everyone excited and by allowing fans to be part of the World Cup through a fun and catchy dance”, added Chang.
VIVO also has released the special brand TV commercial around FIFA World Cup 2018
Vivo #PassTheSwag is part of the Vivo Super Time project which also consists of music-themed activities like the Vivo Super DJ Show at all the matches, and Vivo Super Time during the Official Song Performance at the Final Match Show. Together with the Vivo Super Fan photographer programme, which provides fans unprecedented pitch-side, stadium and warm up session access to capture and share these extraordinary moments, Vivo Super Time is part of the brand’s global World Cup campaign, ‘My time, My FIFA World Cup’.