Digital football campaign promotes Lucozade's Premier League sponsorship
Digital football campaign promotes Lucozade's Premier LeagueA digital campaign from Lucozade is to highlight its sponsorships of Premier League Football.
The Lucozade Fans Fives will run across Facebook, varying Premiership clubs and digital branding on stadium perimeter boards, all directing fans to the dedicated website, which will allow them to apply to be part of a five-a-side team representing on of 19 participating Premier League clubs.
Lucozade is the official drinks supplier for the Barclays Premier League, while the brand also has individual sponsorship deals with Liverpool, Chelsea and Arsenal.
The campaign has been developed by Digital and Direct with MediaCom handling planning and buying.
Shortlisted fan will need to prove their commitment through their use of Facebook, with the three best teams entries being tasked to create a page for themselves, with the team who gains the most ‘likes’ going through to the tournament.
Alex Saunders, senior brand manager, Lucozade, commented: "Lucozade Fans Fives is an exciting campaign that will allow us to leverage our elite football associations to engage fans in a meaningful way.
"The focus on the digital elements of the campaign reflects a shift in the way football fans interact with the clubs they support,” he added.
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Comments
comments
Thought I think this is a decent and low cost strategy, it's unfortunate that most programmes only benefit a few people while thousands of fans/consumers have no opportunity at all to engage with live brand activity. There is the need for a much deeper integration - a conversation on brand values. The only misnomer here is that they're "...to engage fans in a meaningful way...". I'd like to discover how this is truly meaningful. But unlike most sponsors, at least they are doing something, and that should be applauded in the world of football.
You've got my applause, Patty.
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