Panini’s #WhoDoYouCollect Campaign Asks Fans to Display Their World Cup Loyalty
June 13, 2014

If you thought #WhoDoYouCollect was just another cool Panini America hash tag that punctuated the company’s wildly successful viral video series starring Kobe Bryant and Andrew Luck in support of the 2014 FIFA World Cup Sticker Collection, well, you’re only partly right. It is a cool hash tag. But in reality, #WhoDoYouCollect is so much more than that. It’s a bold statement; a proud declaration that lets everyone know where your rooting loyalties lie. It’s also a new Panini America Website launched in April in conjunction with the company’s nationwide World Cup Sticker Collection mobile tour.

Fans and collectors from around the world can proudly proclaim their allegiance by simply posting a picture of themselves (in their favorite team’s jersey, holding their favorite player’s Panini trading card or sticker, in their seat at the big game) to social media using the #WhoDoYouCollect hash tag. That picture will then automatically be added to the burgeoning photo mosaic that, when completed, will use thousands of fan images to recreate the 2014 FIFA World Cup Sticker Collection album cover.

Read more: The Official Blog of Panini America