Global smartphone brand Vivo made its mark in the recently concluded 2018 FIFA World Cup with its Vivo #PassTheSwag, a global dance movement aimed to unite both football and music fans around the world.
The initiative brought people together through a common dance language to the tune of the Official Song for the 2018 FIFA World Cup Russia™, “Live it Up”, by Nicky Jam, Will Smith, and Era Istrefi. Vivo empowered fans to capture unforgettable memories and express themselves through Vivo #PassTheSwag during the World Cup, 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 all around the world shared videos of themselves on social media as they passed the swag. Throughout the tournament, fans watching it live were also encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches.
“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,” said Vivo International Business Brand Director Michael Chang.
“Globally, we’ve seen how, when tied together, music and performance go 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,” he added.
Vivo #PassTheSwag was part of the Vivo Super Time project which also consisted 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 provided 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”.
A global smartphone brand focused on introducing perfect sound quality and ultimate photography with cutting-edge technology, vivo develops innovative and stylish products for young people. We now have over two hundred million users and are one of the preferred brands of young people around the world. As an Official Sponsor of the FIFA World Cup™, vivo believes in the importance of encouraging young people to embrace self-expression and an energetic lifestyle. In the Philippines, Vivo is the top 3 smartphone brand in terms of market share with 1.5 million users nationwide.