When it comes to being a fan, it can sometimes feel like a one-way street. But for EURO 2016, Orange kicked off its new global sponsorship platform ‘Orange Sponsors You’ with the aim to give fans the recognition they deserve:

• by turning the spotlight on them

• by rewarding their passion

To do so, we invited fans to post (Facebook, Twitter, Instagram) in support of their national team, knowing that the Eiffel Tower would be lit up in the colours of the country that received the most support every day.

Every night, the Eiffel Tower put on an incredible light show, powered by posts by fans, enabling them to show support for their team. On top of it, 2 supporters’ messages were selected to be displayed directly on the Eiffel Tower, while up to 4,000 usernames were projected on the giant screen of the Eiffel Tower Fan Zone.

Held from June 10th to July 10th 2016, the social media campaign included:

1. A social listening tool to take into account every message of support mentioning the # of a team engaged in EURO 2016

2. A Facebook app (deployed on 120+ accounts: Orange countries and a selection of Orange store pages in France) and a Twitter automatic reply (deployed on 12 Orange accounts in Europe) to turn messages of support into a customised GIF of the Eiffel Tower showing their message.

3. Every night, the supports of the fans defined the colours of the Eiffel Tower, during the light show offered by Orange.

4. Every night, the best 2 messages from the supporters of the country who lighted up the Eiffel Tower were projected on the monument.

This allowed Orange to turn the Eiffel Tower into a space for expression as big as fans’ commitment.

• 20,6M messages of support taken into account to light up the Eiffel Tower

• 100K personalised GIF of the Eiffel Tower with fans’ message of support

• 52% of the tweets mentioning @latoureiffel during EURO 2016 also mentioned an Orange account

• 10 different countries lighted up the Eiffel Tower during the competition

• N°1 Digital sponsor of EURO 2016 according to Marketing Week, SocialBakers and Synthesio