Orange gives Euro 2016's most passionate fans control of the Eiffel Tower

Orange is incentivising fan engagement at Euro 2016 by giving supporters the chance to adorn one of the most famous landmarks in the world with the colours of their country as part of its Orange Sponsors You campaign.

As the official sponsor and telecoms provider for the tournament Orange has partnered with the City of Paris to showcase the passion of fans at Euro 2016 by illuminating the Eiffel Tower with in the colours of the most supported nation.

Throughout the competition Orange will analyse fan support across Facebook, Twitter and Instagram by monitoring the number of posts hashtags for each nation such as #Eng for England and #Fra for France.

Then 10 minutes after the end of each day’s final game the Eiffel Tower will be transformed with a unique light show in the colours of the most backed nation.

The stunt is part of a wider campaign from Orange And it's agency Poke which is attempting to recognise the contribution which fans make to the game and reward them for their support.

Individual fans will also be recognised for their dedication as part of the Official Fan of the Match competition which will shine the spotlight on the most passionate fan within the stadium at each game.

A dedicated team of photographers will lookout for the most passionate fan and Uefa will be announced at half time and will have their picture projected on the big screens around the stadium, on the Eiffel Tower and on Orange’s social platforms.

Beatrice Mandine, senior executive vice president for brand and communications at Orange, said: “We’re not just putting the fans in the spotlight, we’re giving fans the opportunity to decide how Paris and the Eiffel Tower will participate in celebrating UEFA EURO 2016.”

Orange also recently launched its new global TV and advertising campaign, starring Zinédine Zidane, who send sends his scouts to scour the globe and help Orange to find the world’s biggest fans. The ad will also be available in 360 degree version on 6 June.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.