After a rather long hiatus, international soccer is back. England’s young and exciting soccer team are embarking on a new campaign, with hopes of progressing to the latter stages of the fledgling Nation’s League and qualification for the 2022 FIFA World Cup.
A new campaign deserves a new team strip, and in partnership with Nike the FA has launched new home and away kits, complemented with a range of training kit and apparel. The kit, combining contemporary engineering with classic style is creating a buzz among fans for evoking memories of the 1990s, which remains cemented in the English soccer fan’s psyche as the glorious era of “what might have been.” To capitalize on the buzz of the new season and kits, the FA initiated an interactive campaign giving eager fans the chance to win some of the new exclusive apparel.
Campaign Objectives
To fanfare the 2020/21 season and the launch of the all-new team kits, the FA turned to Marigold Grow and it’s fully-customizable Countdown Reveal campaign type. As with all Marigold Grow, this campaign will live in the FA’s personal experience library where it can be rapidly cloned, re-used and configured for future similar initiatives.
The Cheetah Digital by Marigold team was tasked with aiding to hit the following objectives:
- Capitalize on the buzz ahead of the new soccer season
- Grow the first-party database for future marketing initiatives
- Deliver just one winner on each of the 6 day competition period
- Generate excitement of the new England soccer team kits and apparel
Countdown Reveal Interactive Experience
Each day at 9am for the 6 days leading to England’s first game of the campaign, fans will have the opportunity to win new Nike apparel for the England soccer team. When the clock strikes 9am, a different window unlocks revealing what exclusive prize is up-for-grabs that day.
To enter the sweepstakes and be in with a chance of winning, fans are required to enter a small amount of data, including their name and email address, as well as opting in to receive future marketing material. The mechanics behind the Marigold Grow-powered campaign pick a single winner at the end of each day, but those that don’t win need not be too downhearted as there is always another chance to win the following day.
This campaign not only activated England soccer fans and swelled the FA’s marketable database, but has heightened the buzz ahead of the new soccer season.
For more information about Marigold Grow, chat with a member of our team.
