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Global Smartphone Brand Vivo creates a dance to
unite both football and music fans around the world for the 2018 FIFA
World CupTM
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The 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.
Vivo hopes to empower fans to capture unforgettable memories and express
themselves through Vivo #PassTheSwag during the World Cup, aligning with
its product focus on creating smartphones with quality sound, ultimate
photographic experience and cutting-edge technology.
As part of the launch, fans from all around the world are encouraged to
share videos of themselves on social media as they #PassTheSwagto 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.
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Speaking about the announcement, Michael Chang, Brand Director,
International Business, Vivo, said, “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, we
encourage 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.”
“Globally, we’ve seen how, when tied together, music and performance
goes together with sports to create truly extraordinary moments. #PassTheSwagbrings
to life our campaign theme “My Time, My FIFA World Cup”, in getting
everyone excited and by allowing fans to be part of the World Cup
through a fun and catchy dance”, added Chang.
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’.
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