Mastercard, one of the UEFA Champions League’s official sponsors, has teamed up with TikTok to try to break the world record for the largest digital stadium (Mexican) wave.
With millions of people around the world currently enjoying the reformatted latter stages of the Champions League from their homes, the #PricelessWave campaign – kicked off by football legends Fernando Torres and Marcel Desailly – encourages fans to show how enthusiastic they are about the tournament through a TikTok challenge.
Those taking part are asked to access the challenge and record themselves raising their arms from the bottom of their screen to the top of their screen in traditional wave fashion. Doing so will trigger on-screen confetti of footballs and trophies.
“Since the beginning of the pandemic, we have needed to pivot quickly from physical to digital experiences, to reflect the changing environments we are living in,” said Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard. “By creating the Priceless Wave, we are reminding football fans everywhere that a ball can start a celebration and a celebration shared, even when apart, really is Priceless. Through this campaign we want to connect fans to their passion of football and their sporting heroes, by giving them an unforgettable experience, from the comfort of their homes.”
Mastercard is further enhancing the TikTok experience through its sonic brand, which it’s using to enable fans to support their favourite teams and players throughout the tournament. Fans can also visit Priceless.com to watch exclusive stories from football legends and have the chance to win an experience with these legends.