HTC Change The Game. Creating brand awareness through the joy of football.
Agency
Collective London
Role
Art Direction
UX/UI
Overview
Change The Game is a social media competition that formed part of an integrated campaign to promote the HTC One Smartphone and HTC’s sponsorship of the UEFA Champions League 2014 tournament. The objective was to drive brand awareness and create social engagement with football fans by tapping into the heart of the beautiful game.
The competition challenges fans to predict the outcome of certain events during knockout games of the tournament, with each match having its own unique questions tailored to the competing teams. In the run up to each match HTC posted hints and tips associated with the competing teams through social channels to maintain interest. To broaden the competitions reach fans were also encouraged to share their predictions and challenge their friends to prove their footballing knowledge. As an incentive, Beats By Dre headphones and Champions League tickets were awarded to the fans with the closest predications.
As Art director I helped the team establish the concept and led the visual design by working closely with the HTC brand team. We designed the competition to be accessible through Facebook, HTC’s public facing website and as a stand alone Android app, with the plan to role it out to iOS.
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