Ericsson launches football-themed consumer campaign

Ericsson is launching its first ever consumer campaign online timed to coincide with the World Cup, offering football fans the chance to cheer for their country.

The telecoms brand has set up a social media campaign that is aimed at engaging football fans by creating a collective online celebration for each participating country.

Fans can send cheers for their teams via text messages, Twitter or through the Ericsson Big Cheer website. These cheers are then collected and printed on confetti and released in a giant glass cube.

After the games, all the cheers will be collected and delivered to the teams, to show them that their fans were watching and actively supporting them.

“This is the first time that we have created a consumer-facing campaign, for all those who actually benefit from what we do. We wanted to use our expertise in technology to give supporters and fans across the globe a tool for cheering for their teams, no matter where they are,” says Dwight Witherspoon, head of marketing communications at the business unit multimedia for Ericsson.

“We know that even one cheer can make a weary player work harder, and as an enabler of global communication we can make this a football event to be shared.”

Every time a goal is scored at the tournament, powerful ventilators inside the cube will whip up the individual confetti-cheers into a colorful salute, bringing the passion of fans around the world to life.

Fans can see a live feed of the glass cube and will also be sent a link to their cheer to share with friends and other fans.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here