After a thrilling penalty shootout victory against Spain in Basel, the Lionesses have done it again, securing back-to-back UEFA Women's Euro titles. 
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In the fast-paced world of marketing, being timely is paramount. The immediate aftermath of a historic event like the Lionesses' Euro win presents a golden opportunity for brands to connect with a captivated audience. We're seeing a surge in reactionary content, with brands swiftly launching campaigns that celebrate the victory and align themselves with the team's success and values. This isn't just about jumping on a trend; it's about demonstrating an understanding of what's resonating with their target audience right now & in real-time.

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Here’s how some brands are leveraging this monumental achievement:

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Royal Mail: Royal Mail shared a quick nod to the fact that football is home again by releasing this photo across socials:
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Tesco: Tesco implemented a clever digital Out-of-Home (OOH) campaign. Their digital posters, designed like shopping receipts, featured messages of support for the England and Wales teams, such as "You've Got This." This creative approach aimed to engage supporters hosting watch parties, subtly linking matchday snacks with messages of encouragement.
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Nike: Another touch to the ‘home’ element of England winning, Nike created a quick video changing the way ‘home’ is displayed. The creative stroke involved a simple but powerful graphic alteration: transforming the "H" in "HOME" into the Roman numeral "II." This instantly changed "HOME" to "IIOME," visually highlighting the fact that England has now brought the trophy home twice. It was a smart, concise, and incredibly effective way for Nike to celebrate the second consecutive Euro title, cementing their role in commemorating this historic achievement. 
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Rightmove: A simple yet effective Instagram post from Rightmove linking back to the song ‘It’s coming home’. As we all know, Rightmove is all about homes, so it’s a perfect opportunity for them. Link to their Instagram post here. 

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EE: As a lead partner of the Home Nations Football Associations, telecom giant EE wasted no time in launching a powerful out-of-home (OOH) campaign. Their message, "WHEN THIS SQUAD WINS, WE ALL WIN," perfectly encapsulates the collective pride and joy felt across the country. This campaign reinforces EE's commitment to fostering confidence in girls both on and off the pitch, tying the Lionesses' resilience and unity to their broader "Everyone Needs a Squad" initiative. It’s a message that resonates deeply, highlighting how the team's success inspires a new generation. View the video here. 

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These examples perfectly illustrate the power of integrated marketing, especially the strategic use of Out-of-Home (OOH) and Digital Out-of-Home (DOOH). OOH cuts through digital noise, delivering broad reach and immediate impact in public spaces. DOOH, in particular, offers the agility to update content in real-time, making it ideal for reactive campaigns during live events. 
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The success of these campaigns lies in their ability to blend timely responsiveness with thoughtful creative branding and strategic channel selection. 

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Want to know more on reactive marketing campaigns and how you can implement them? Get in touch with our Digital Content Manager, Georgia Terry, to find out more! 

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