25 JUN 2021
5 MIN READ
I’ll be honest, at MediaCom Edinburgh we’re still reeling after Scotland’s defeat in the Euros, but at least we got a laugh out of the frustrated fan who failed to kick the table properly.
As we lick our wounds, we’re thinking about how brands are connecting with the Euros in this week’s Internet Picks.
1 in 10 of us have received online abuse in the past year. BT think it’s time to unite – they have partnered with some top footballers to create a new team called Hope United. The campaign aims to empower people to create real change by giving people digital skills that tackle online hate.
The Golden 90 Minutes
Our talented Subway team have been connecting with football fans in an exciting cross-media campaign. Ahead of the tournament, they ran a SuperSub competition with TalkSport. This reached almost 3m football fans, laying the groundwork for the campaign and building affinity with a new audience for Subway – football fans. To add value to their audience’s Euros experience, they worked with Twitch to create a ‘watch-along for England vs. Scotland and England vs. Czech Republic games with two streamers with relevant followings. They were tactical too – aligning with big game discussions. On the day of the England vs. Scotland game, they secured a Twitter Sponsored Trend and Spotlight with the #TimeForASub and custom emoji. This reached over 4.3m individuals and drove a 1200% increase in the use of the hashtag. Their entire strategy was informed by insight around football fans behaviour prior to a game. They uncovered that football fans only really consider food 90 minutes before a game. These ‘golden 90 minutes’ were up weighted across the media activation – particularly in AV and social – and initial results have been fantastic. Engagement rates across digital have beaten every Subway campaign for the past two years.
Not quite the usual pre #livestream selfie, but I'm warming up for our @euro2020 watch along on @twitch in style. I'll be live watching #FIN vs #RUS in around 30mins time. Come and join the fun. 👍 #FINRUS #EURO2020 #UefaEuro2020 #football pic.twitter.com/REbTD1Gt20— Daniel / Load FM! / Coady's Kitchen (@FmLoad) June 16, 2021
Football Moves People
As a way to champion immigration as a force for good, Migration Museum is running a Euro 2020 campaign that highlights the England team's diversity. The powerful message on one poster is that without immigration, the England Croatia score would have been 0-0. With OOH in cities linked to key England players, the campaign also spans pub screens, digital and social media.
Capturing the mood of a nation
Finally Tennents utilised some reactive media to capture the mood of a nation perfectly with this dynamic out of home banner in Glasgow. Oh well, let's hope we make it to the World Cup because we all know "No Scotland, No Party"!