Best Brand Activation Involving Football
Carabao Energy Drink & #WeAreFemaleFans (W Communications)
W Communications x Carabao Energy Drink together with ‘This Fan Girl’ photography project this summer launched #WeAreFemaleFans – a campaign to get representative images of everyday female England football fans to the top of online search engines.
This was a huge challenge considering any image search of ‘female football fans’ ahead of the World Cup was dominated by over-sexualised images.
This Fan Girl hosted five images of female fans on their website and through widespread national media and broadcast coverage, the support of celebrity fans like Rachel Riley, ex-footballers and current women’s internationals, gained significant online and social media coverage for the campaign.
Each piece of media coverage or use of the hashtag drew people to the website and helped to push those images further up online searches.
The campaign clearly caught the imagination; organisations such as Women at the Game lent their support and female fans across the country started using #WeAreFemaleFans to publish pictures of them supporting their club.
The campaign fulfilled its main, ambitious objective: On Saturday June 3, the day England played Panama, anyone who image searched for ‘female football fans’ found four #WeAreFemaleFans images in the first eight search results on Google.
DFL & Bundesliga
The Bundesliga is one the best-loved league’s in the world and with growing numbers of passionate and colourful fans across the globe. The DFL’s summer and winter engagement campaign’s have brought this excitement for Germany’s top-flight to life for existing and new supporters across the world. It’s been achieved through an innovative and integrated approach designed to benefit the league’s international media partners and to resonate with those who matter the most – the fans. It’s football as it’s meant to be!
EA Sports & Monterosa
EA SPORTS, as the Lead Partner of the Premier League, challenged themselves to transform the sole and exclusive Player of the Month right, introducing richer fan engagement and delivering on their aim to blur the lines between the real and virtual game.
In selecting Monterosa’s LViS interaction platform and Fan Voice voting technology, EA SPORTS took greater ownership of the end-to-end process and overhauled the fan’s experience, doubling the volume of votes received, extending dwell time to over 7 minutes per fan, sharing over 300,000 personalised meme cards and capturing details for over 270,000 Premier League fans.
The attractive 2017/18 EA SPORTS Premier League Player of the Month process delivered true innovation into the sport, creating enjoyable moments for fans around the globe and establishing a meaningful position within the real-life football world for EA SPORTS, FIFA 18 and FIFA Ultimate Team.
EE & Wembley Stadium (The Sports Presentation Company & Cake)
Leading creative & live sports event delivery agency, The Sports Presentation Company, with brand activation specialists, Cake, developed and delivered a fan-focused, world-first for the FA Cup Final 2018 to activate client EE’s sponsorship of Wembley Stadium Creating simultaneous ‘FA Cup Final House Parties’ at the homes of two lucky fan of finalist clubs (Chelsea & Manchester Utd), the activation saw each ‘fan house’ beamed live via satellite on to the stadium big screens just before kick-off creating moments for the house party to interact with stadium fans Considering the technical complexity, FA protocol and universal appeal of an FA Cup final, a ‘noise-o-meter’ mechanic was used, so collectively the stadium/house fans could cheer together to win exclusive prizes. This collaborative and dynamic celebration of their club brought fans watching at home – across the country – together with their club-mates in-stadia, and elevated the perception of the EE brand as both a positive influence of bringing loved ones together and as the authentic football fans’ preferred choice of mobile network. Amplified via SportBIBLE’s InstaStories (in-stadia), CheekySport (at the houses) the campaign achieved over 1 6m views on the day & 1.8m Facebook Imps the day after. C’mon EE!
NISSAN & UEFA Champions League (Goal Studios)
Nissan’s key brand pillar is excitement. When challenged to introduce excitement into the UEFA Champions League (UCL) conversation, we created a wider narrative around goals, driving Nissan’s association with the most exciting part of any football match.
The narrative was omnipresent throughout the season, delivered via 2x content themes: My Goal of the Week (MyGOTW) – debating the subjective nature of goals – and Goal Presents Goooooaal! – a contextual series connected to match week fixtures.
Both created with the simple objective of connecting Nissan to the goal territory as a fan embodiment of excitement.
The PFA and Bristol Street Motors (SN&CK Media)
Following the partnership of The PFA and Bristol Street Motors, Snack Media was brought in to boost awareness and engagement in the prestigious PFA Bristol Street Motors Fans’ Player of the Month Award as their digital media partner.
With a revamped, open voting system – which welcomed in guest panelists from the world of football and, most importantly, real fans to cast their votes – the first campaign was a huge success. It saw over 430,000 votes cast across the whole season; 38M views of the voting site and widget (which was featured on major club, press and football blog sites); Over 1.4B Twitter impressions of #PFAAwards; supported by major football clubs and media outlets including Manchester United, Arsenal, Liverpool, West Ham and Everton, plus the BBC and Sky Sports; and trended on Twitter multiple times throughout the season.
Snack Media achieved what it set out to do – allow real football fans across the country have their say when it came to recognising the footballers who they felt performed best in each four English leagues each month.