Vivo launches global dance movement #PassTheSwag for the 2018 FIFA World Cup
Some of you may have seen our previous posts on Vivo’s newest phones, the X21 and V9. Well, global smartphone brand Vivo has announced the launch of Vivo #PassTheSwag, a global dance movement aimed to unite both football and music fans around the world to create an iconic memorable moment for the 2018 FIFA World Cup.
The initiative will bring people together through a common dance language and to the tunes of the Official Song for the 2018 FIFA World Cup Russia™, ‘Live it Up’, by Nicky Jam, Will Smith and Era Istrefi.
Engagement with Fans
As part of the launch, fans from all around the world are encouraged to share videos of themselves on social media as they #PassTheSwag to the tune of the Official Song.
Throughout the tournament, fans watching it live will also be encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches.
The FIFA World Cup is the biggest stage in world football, and a massive celebration which brings together people from across the globe. In sponsoring the 2018 FIFA World Cup, Vivo encourages fans to go beyond being just an audience, but to become a participant, a creator, and to enable extraordinary moments to be seen, shared and remembered.
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Vivo Super Time Project
Vivo #PassTheSwag is part of the Vivo Super Time project which also consists of music themed activities like the Vivo Super DJ Show at all the matches, and Vivo Super Time during the Official Song Performance at the Final Match Show.
Together with the Vivo Super Fan photographer programme, which provides fans unprecedented pitch-side, stadium and warm up session access to capture and share these extraordinary moments, Vivo Super Time is part of the brand’s global World Cup campaign, ‘My time, My FIFA World Cup’.
As a global brand targeting passionate young consumers, Vivo signed a six-year sponsorship agreement in 2017 with FIFA that will run until 2022, which includes sponsorship of the 2018 and 2022 FIFA World Cup™ and the FIFA Confederations Cup™.