Castrol Edge Launches Euro 2012 Campaign

Hi everyone,
The EURO 2012 fever is on and official sponsor Castrol EDGE has announced its campaign to leverage its sponsorship of the UEFA Euro 2012, by combining technology and data analysis techniques to identify which players and teams will deliver a winning performance in Poland and Ukraine this summer.

The campaign centres on three main activities, The Castrol EDGE Calculator, The Castrol EDGE Index and Castrol EDGE Presents #RonaldoLIVE.

The Castrol EDGE Calculator is a tool for fans that predicts which teams’ have the strongest chance of progressing through and winning UEFA Euro 2012, based on the live action in each match. 

Fans visiting will be able to see how their nation’s chance of success is affected by all the on-pitch action in real time as the Castrol EDGE Calculator updates live throughout every match of the tournament. 

Every red card, goal scored or penalty conceded within the course of the game will be tracked and analysed and its impact instantly calculated to show its influence on the likely outcome of the game, and ultimately the tournament as a whole. 

In addition, the LIVE Castrol EDGE Calculator will also show all the key match stats in one hub giving fans all the latest information and insights from the Castrol EDGE Performance Analysts in an instant. 

The live hub will also pull in conversation on Twitter via the hashtag #euro2012.

The Calculator will also show fans which nations they’ll be up against if they make it through their next game, their chance of success in their upcoming fixtures and their overall chance of making the final and of being victorious on July 1st.

The Castrol EDGE Index is Castrol EDGE’s unique system for rating player performance and was first developed at the UEFA European Championships in 2008. 

The Index objectively rates the performances of individual players during each and every match so the strongest performers can be identified. 

During the tournament Castrol will release Castrol EDGE Index scores to the website immediately after each UEFA Euro 2012 match, and produce regular Castrol Index UEFA Euro 2012 stage round-ups ranking the top performing players. 

Finally, Castrol EDGE Presents #RonaldoLIVE saw brand ambassador Cristiano Ronaldo team up to create the award-winning documentary ‘Castrol EDGE Presents Ronaldo Tested to the Limit’. 

Castrol global brand director, Lindsay Reisser-Weston, said: ‘With the rise of social media and dual-screen viewing, the way that we will all watch and engage with UEFA Euro 2012 will be very different to any tournament that’s gone before. At Castrol we know what it takes to create a winning performance and we’ll be using that expertise to offer timely and engaging insights to fans.’ [Source: Sport Industry]

Karl Lusbec