Turkish Airlines - Eye Of The Fan

Turkish Airlines - Eye Of The Fan

Much like the Champions League in football, the Final Four will crown the best basketball team in Europe. As official title sponsor of the Euroleague Final Four, Turkish Airlines in the past three years has launched an innovative digital campaign, called Eye of the Fan .

The centerpiece of the campaign is one man with a camera strap ped to his head (‘The Eye of the Fan’) who offers fans a view of the action through the eyes of a basketball follower and who has unparalleled access to behind the scenes and moments that previously were out of reach for the fans. Turkish Airlines followers can dictate the actions of Eye of the Fan through social media channels.

At this year’s final in Milan, the Eye of the Fan also got company from four Fan Masters – chosen out of thousands of applicants – who represented each team participating in 2014 Final Four (video here).

The entire Final Four ‘adventure’ of Eye of the Fan was broadcasted on the Eye of the Fan microsite and the Turkish Airlines Facebook fan page.

Adding an experiential element to the campaign, Turkish Airlines also sent a tram filled entirely with basketballs around the busy city center of Milan, asking passersby to guess how many basketballs were inside the tram, to have a chance to win a trip to Istanbul. Almost 5,000 people submitted their guess online.

On the last day of the campaign, the tram stopped at Milan’s popular Cathedral Square and gave away all basketballs to passers-by (video here).