Indesit has appointed We Are Social to manage its global social media activity for its sponsorship of four European teams, including Arsenal and AC Milan.

The white goods brand, which also has partnerships with Paris Saint-Germain and FC Shakhtar Donetsk, has launched Football.Indesit.com to be the community hub for its activity.

Indesit aims to be seen as a more genuine football sponsor with the tag for the campaign being ’Genuine Football Fan’.

As part of the appointment We Are Social will be working with Indesit to create and share football content with fans both on the site and via social networks. The site will also be used to aggregate news and comments from footballers and fans with the aim of encouraging more conversation about the sport.

The campaign will be global, but there will be a particular focus for Europe and the countries that the four teams are from. Acivity is localised for those markets.

Gabriele Cucinella, managing partner at We Are Social Italy, said, “We will also use Facebook, Twitter and Youtube. Facebook will be a very important channel for conversation, allowing us to extend the conversation from the most passionate fans to a larger proportion of the target audience. Twitter will be essential in allowing us to have direct conversations with fans, especially on match days.”

Source: NMA.co.uk