The FA wanted to create an integrated campaign to increase fan attendance at FA Cup ties. It needed to engage all clubs equally as well as providing a platform for partners.
We identified that the lower you went down the football league the more fans were starved of quality video content about their clubs.
If we could provide quality, bespoke, premium, video content, cost effectively, we could drive shares and unlock fan-bases to sell more match tickets and help partners.
‘Where Every Team Has Their Day’ was a fully integrated branded content campaign, which featured a main piece of video capturing the magic of the FA Cup through the eyes of a football obsessed boy. The master edit was filmed using a complex customisation CGI post-production process that delivered 52 club specific FA Cup promos. The videos were supported by club-specific online and offline toolkits that were designed by Ear to the Ground, including banner ads, e-shots and offline print collateral.
The campaign generated a 17% increase in ticket sales with a return of £841,935 in additional revenue for the FA and participating clubs. Additionally, all partners were given a coherent and on brand platform to connect with fans across the competition. The campaign was so successful it was extended to build buzz around the final with bespoke Arsenal and Hull edits for broadcast channels.
We commissioned Ear to the Ground because of their in-depth knowledge and understanding of fans and fan networks in the sporting world. Engagement and feedback has been incredible, shown by the excellent results across all clubs!
The Football Association