LFC scoops industry award
LFC scooped another industry accolade recently when it landed the prestigious Best Digital Marketing Campaign from the MBNA Northern Sports Awards for its 'We Make The Shirt. You Make It Liverpool FC' launch.
The 2010-11 kit launch, which saw a sponsor change to Standard Chartered Bank, was an historic event for LFC and the club wanted to create a point of difference. In partnership with kit provider adidas, an innovative campaign was launched that involved fans in the making of their Liverpool FC kit. The campaign included a flash mob 'shirt swap' advert featuring real fans and filmed in the historic Williamson Square in Liverpool.
'Augmented reality zones' were also created in club stores where a dynamic backdrop provided fans with a chance to have their picture taken as if they're standing next to their first-team hero. Central to the campaign's success was a focus on behind-the-scenes interviews at LFC's training ground used for exclusive digital content, virals and social media interaction.
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Bruce Bundrant, Head of Commercial Partnerships with Liverpool Football Club, said: "We're delighted to win this prestigious award which saw the club pull together a high impact, integrated marketing campaign. The response from fans was incredible - they really embraced the whole meaning behind the shirt launch."
He added: "The results speak for themselves with 11m social media and 83m website impressions and over 35,000 orders from 121 countries making the kit launch the most successful in LFC's history."
Barry Moore, Head of Communications from adidas, said: "adidas and Liverpool FC partnered for the 2010-11 club home shirt launch campaign entitled 'We Make The Shirt. You Make It Liverpool FC'. It was a fully integrated marketing campaign which ran across a variety of adidas and Liverpool platforms including social media."