TAG Heuer launches Premier League Pressure Test

16 Feb 2017

By: Sport Industry Group

Swiss watch brand, TAG Heuer, the first official timekeeper and official watch of the Premier League, has launched a new Premier League ‘Pressure Test’ campaign, following on from its initial campaign last year.

TAG Heuer’s Premier League Pressure Test builds on the brand’s #DontCrackUnderPressure tagline and challenges fans on their football knowledge in an intense time-pressured format, letting fans play for their team to see which fans have the highest Premier League IQ and are best able to cope with the pressure.

Alongside the online game, TAG Heuer is hosting Pressure Test live events, with the launch featuring a Q&A with Premier League legends Marcel Desailly and Robert Pires. The pre-game discussion focused on Chelsea vs Arsenal, combining dressing-room insights from both players’ careers as well as analysis of topical subjects such as how today’s players manage pressure and their use of social media.

Top scoring fans from the TAG Heuer Pressure Test online quiz were invited to attend the event and represent their club, Arsenal or Chelsea.

Emelie De Vitis, marketing and retail Director at TAG Heuer, said: “Following the success of the Pressure Test at the beginning of the season, we have introduced new and exciting concepts to connect with fans’ passions, taking the exciting activation to the next level.

“The TAG Heuer Premier League Pressure Test is an exciting integrated campaign which has caught the imagination of football fans. We are delighted that the campaign works across a range of touchpoints for fans, immersing them in a TAG Heuer and Premier League experience.”

The TAG Heuer Premier League Pressure Test was created in collaboration with Pitch Marketing Group to bring to life the brand’s ‘Don’t Crack Under Pressure’ philosophy and connect with football fans across social, digital, PR and experiential.  

Gavin Peters, head of Pitch Partnerships said: “We know that football sponsorship is a very cluttered space, with fans regularly receiving hundreds of messages from brands associated with the sport. With TAG Heuer’s Pressure Test, we’ve created a really distinctive campaign brought to life through a variety of really engaging activities – from digital content featuring Premier League legends giving unique behind-the-scenes insights, to exciting fan competitions and VIP live events.

“Everything is focused on amplifying TAG Heuer’s role as Official Timekeeper of the Premier League and its ‘Don’t Crack Under Pressure’ philosophy.”

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