Smartphone maker, Vivo has announced the launch of Vivo #PassTheSwag, a global dance movement which aims to unite both football and music fans around the world to create an iconic memorable moment for the 2018 FIFA World Cup. The FIFA World Cup 2018 is all set to kick-off this week, starting from 15th of June where the host Russia will take on Saudi Arabia.
The initiative will bring people together through a common dance language and to the tunes of the Official Song for the 2018 FIFA World Cup Russia, ‘Live it Up’, by Nicky Jam, Will Smith, and Era Istrefi. Vivo hopes to empower fans to capture unforgettable memories and express themselves through Vivo #PassTheSwag during the World Cup, aligning with its product focus on creating smartphones with quality sound, ultimate photographic experience, and cutting-edge technology. As part of the launch, fans from all around the world are encouraged to share videos of themselves on social media as they #PassTheSwag to the tune of the Official Song. Throughout the tournament, fans watching it live will also be encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches. Vivo #PassTheSwag is part of the Vivo Super Time project which also consists of music-themed activities like the Vivo Super DJ Show at all the matches, and Vivo Super Time during the Official Song Performance at the Final Match Show.
Speaking about the announcement, Michael Chang, Brand Director, International Business, Vivo, said, “The FIFA World Cup is the biggest stage in world football, and a massive celebration which brings together people from across the globe. In sponsoring the 2018 FIFA World Cup, we encourage fans to go beyond being just an audience, but to become a participant, a creator, and to enable extraordinary moments to be seen, shared and remembered. Globally, we’ve seen how, when tied together, music and performance goes hand-in-hand with sports to create truly extraordinary moments. #PassTheSwag brings to life our campaign theme “My Time, My FIFA World Cup”, in getting everyone excited and by allowing fans to be part of the World Cup through a fun and catchy dance”, added Chang.
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