Twighlight Football is a global event, devised by the agency Fallon, to promote the Sony’s Exmor CMOS camera technology that enables photographers to capture high-quality images in low light.
The matches will begin in Italy on 22 September before moving to France, Spain, the UK, Argentina, Australia and then finally South Africa over approximately four hours and 40 minutes.
They will take place in a variety of exotic locations from the Iguazu Falls to the glacier under Mont Blanc. In Australia it is in the Pinnacle Desert.
The viral, created by Dare, focuses on the third location, a Spanish bullring, and includes shots of a bull showing off its footballing prowess.
Footage of the event as well as a twilight photography competition is on a the Sony website.
Given SONY’s association to football leagues, there are a number of links with broadcasters and brands across the globe, including FOX Sports in Australia:
The most successful aspect is that the global campaign uses social media to full effect via Twitter, YouTube and Facebook. It also supported grass roots tournaments, recruiting teams and giving it the credibility and awareness amongst fans (e.g. the UK’s Powerleague Tournament).