UEFA Collects Rich Video Media From Fans

Danny O'Reilly Sports, UGC Campaigns

The UEFA Euro 2020 Championships may still be almost one year away, but soccer fans are already getting excited ahead of Europe’s showpiece event. To ramp-up the anticipation an extra notch, and activate fans, UEFA launched the ‘Your Move’ campaign to find Europe’s best soccer skills freestyler.

So whether ‘it’s coming home’ for your team, or will be another ‘30 years of hurt’ fans the length and breadth of Europe can join in the fun.

Campaign Objectives:

  • Collect actionable user-generated content from fans
  • Capture first-party data and marketing opt-ins
  • Build anticipation amongst fans ahead of Euro 2020


Video Contests from Wayin empower brands like UEFA to seamlessly gather rich media user-generated content in video format directly from fans. Allowing fans to easily share the best moments captured on video with no requirement for a YouTube or Vimeo link.

UEFA took advantage of this new functionality, launching a video contest to find Europe’s best soccer freestylers. The winner who displayed the best flicks and tricks will win the incredible opportunity to perform their routine with Skillzy, the official UEFA EURO 2020 mascot, live on-stage, and broadcast to millions worldwide at the EURO 2020 competition draw.

UEFA Video Upload

After capturing their routine on camera, competitors could seamlessly upload their video using the direct video upload mechanic along with submitting a small amount of PII data. Each participant then received a Wayin-powered email notification to confirm their entry. Upon moderation, all entries were published to a gallery for website visitors to browse and enjoy.

92% of fans watching video content on mobile will share it with others

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