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Back The Bid 2018
The brief:
A game of two halves: Support the launch of BT Vision’s sports offering whilst promoting England’s bid to host the 2018 World Cup.
Our response:
A campaign to turn the good old-fashioned petition into a fully-fledged online community and PR vehicle.
The details:
We devised a virtual supporters’ flag. Fans were invited to sign their name or upload their photo to mark their support alongside the great Geoff Hurst (did we mention World Cup legend?), Peter Crouch and other ambassadors. The photos and names collectively made a mosaic bearing the 2018 Bid logo.
The virtual flag became reality when it was presented to Bid officials and press on the hallowed turf at Wembley.
We recruited key influencers, seeded content across forums and targeted networks in the categories of Entertainment, Lifestyle and Sport.
The lowdown:
Integrated Campaign Strategy, Creative & Branding, Campaign Foundations including Website, Blog, Virtual Flag (Silverlight), Facebook Group, Twitter Feed, Facebook API and 6 month Social Media Activation.
The highlights:
Our flag beamed onto the side of Wembley
Endorsements from clubs such as Arsenal, Chelsea & Tottenham Hotspur
Plenty of celebrity endorsement
126 coverage pieces
105 unofficial fanzine sites reached
Cumulative member/fan reach of over 2,000,000
