An on-screen game before the summer’s biggest movies

During Euro 2012 we allowed cinemagoers across the Czech Republic a chance to play their own championship game, linking T-Mobile’s sponsorship of the national team with its digital leadership.

Before key summer blockbusters such as Men in Black III or Ridley Scott´s Prometheus, mobile users were able to use their smart phones as a remote control and play a unique game on the big screen.

All they had to do was connect with a free T-Mobile WiFi system and enter the special web address that was revealed on the screen.

We let players select their team and enabled 10 people to participate simultaneously, with consumers being regularly sent to the subs bench to ensure that everyone who wanted could play.

With the rest of the audience effectively trapped, the experience was automatically amplified to involve everyone in the cinema.

Creating surprise, astonishment and boosting loyalty

We created the perfect experience linking our passion for football and our leadership in the digital arena.

In two weeks we exposed more than 22,000 cinemagoers to our unique game.

Reactions were incredible as people expressed both surprise and astonishment that it was possible to create such a fantastic experience.

Sometimes they even asked if the movie could start a little later.

Brand loyalty scores improved significantly, rising by 6.5%.