Mastercard turns to TikTok to engage fans during UEFA Champions League

Sports have come back to our TV screens, but fans still can’t gather in full force to cheer on their favorite squads.

And that’s a missed opportunity for brand managers, who often pepper these games and gatherings with marketing messages, promotions and giveaways. However, Mastercard wanted to fill the void many are feeling about not being able to commune with fellow fans in support of their favorite sports club.

They decided to go big.

Mastercard’s “Priceless Wave” campaign is all about getting users to join together in a collective activity during the UEFA Champions League final games. The men’s final was played over the weekend, and the women’s final will be held Sunday, August 30. The brand hoped to “break a world record with the largest digital celebration ‘wave’ ever created on social media.”

The effort was set up as a challenge on the fast-growing platform TikTok where the concept of a “challenge”—getting many people to participate in a shared activity—has really taken off. Fans were encouraged to record themselves raising their arms in the “wave” motion that is common at sports events.