#PassTheSwag to the Official Song of the 2018 FIFA World Cup with Vivo!
- Global Smartphone Brand Vivo creates a dance to unite both football and music fans around the world for the 2018 FIFA World CupTM
Shenzhen, June 8, 2018: Today, global smartphone brand Vivo announced the launch of Vivo #PassTheSwag, a global dance govement 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 #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.
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 hand-in-hand with sports to create truly extraordinary moments. #PassTheSwag brings 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’.
About Vivo India:
Vivo, a premium global smartphone brand, entered India in late 2014. With a strong focus on “Camera and Music”, Vivo has established itself as one of the top smartphone brands in India. Manufacturing in Greater Noida, the company has a robust distribution network across the country both online and offline, catering the best in class quality services to over 400 cities, in 22 states backed by 400 service centres in India. Dedicated to the youth, Vivo became the title sponsor of the Indian Premier League (IPL) for 2016 & 2017 and recently bagged the title sponsorship for the next five years. It is also the title sponsor of Pro Kabaddi for five years since 2017. Conquering the global stage, Vivo became the official sponsor of 2018 and 2022 FIFA World Cups.