#ChampionsSofa

Sony Xperia are a major sponsor of the UEFA Champions League. However, they couldn’t show any match footage due to rights restrictions. So we focused on what they could show. Real fan emotion.

Using Xperia devices and new tech, we created a social-first campaign that captured supporters’ reactions live from living rooms across Europe and pushed them to social within minutes. Fans could now see others reacting to the same match at the same time. A world first.

#ChampionsSofa connected supporters like never before and became a real-time, multi-market viewing experience that delivered over 27.8m views.

In the UK, we also squeezed Freddie Flintoff onto fans’ sofas for the knockout stages, capturing pre-match content with them. This boosted engagement by a massive 90% and helped the campaign go even further.