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The FA - Creating customised adverts for fan bases to drive FA Cup ticket sales

20/02/2014


Ear to the Ground were asked by The FA to deliver a marketing campaign that increased attendances at FA Cup ties throughout the 2013-14 season. Working with our Fanatic department, a piece of 'fan-centric' content was created, which sat at the heart of an integrated national campaign. The concept uniquely involved the creation of multiple ads to mobilise club fanbases with bespoke content 

This creative focussed on the magic of The FA Cup, bringing to life through the eyes of a football obsessed boy who dreams of lifting the cup at Wembley. The content was filmed in such a way that allowed for complex customisation during the post-production edit, delivering 52 club specific FA Cup adverts. These club owned adverts were then pushed out through each of the clubs' online marketing channels, inviting fans to buy tickets and support their team in the upcoming FA Cup match.

Engagement and tickets sales soared during the campaign pushes for Round Three and Four, achieving staggering results across the majority of clubs! Early results show that on average the ticket sales at matches, supported by the campaign, increased by 18-24%. This delivered a great ROI for The FA, who have commissioned a campaign for next seasons tournament.

The campaign will continue to be pushed through FA and club channels over the coming weeks as The FA Cup Quarter Finals approach and will drive the results even further.

Check out the Wigan version, of the 52 customised ads of the FA Cup Dream, filmed at Wembley Stadium HERE