Digital Strategy / Omni-channel Activation

LIFE STYLE SPORTS - #FootbALLorNothing

The excitement around Ireland’s qualification for the Euros in 2016 reached fever pitch. Unfortunateky, the national men’s team does not reach major tournaments as often as we would like, so Credit Union loans were applied for, annual leave was booked in bulk, relationships were cancelled, and flights were booked, as thousands got ready to make the journey to France.

Life Style Sports had the exclusive rights to sell the brand new jersey and needed a smart, onmi-channel campaign that was digital-first, but drove footfall in-store to purchase, all while keeping a relevant, informed, tongue-in-cheek tone that is synonymous with Irish football fans.

Within the campaign we created a series of cheeky match guides, fronted by Irish actor Laurence Kinlan. We kept our finger on the pulse by live-tweeting the matches in the build-up and during the tournament, tying fan prizes to match moments. We hosted a throw-back to Italia 90 style open top bus match day experience for 50 delighted fans. And we hosted Irish legends in-store to sign new jerseys for fans of all ages. This is #FootbAllorNothing.

MY ROLE:

  • Digital activation strategy, creative and execution

  • Copywriting for social media, sponsor content, media partners, and owned channels.

  • Videography - storyboarding, script-writing, editing, platform-specific edits

  • Social media channel management, live match reactive content and fan engagement, and paid promotion

  • Ambassador briefing, management, and content activation

  • Experiential - creative direction, strategy, content capture, management

  • PR - media relations, photocall and talent management

  • Stakeholder communications, media partner content

RESULTS

  • +1.32m social media accounts reached

  • +5 live match days covered on Twitter

  • +129 pieces of content created - planned reactive, topical

  • 3x Match guides

  • +65% Irish soccer revenue for LSS

  • 1x Open-Topped Bus with John Aldridge

  • 1x Incognito Cabbie with Jason McAteer

  • +€1.3m PR value / AVE

OTHER PROJECTS WITH LIFE STYLE SPORTS

During the 4 year management of Life Style Sports digital marketing strategy and execution I was lucky enough to work on…

  • Life Style Sports exclusive Dublin GAA jersey sales campaign, creating the platform “This Is Dublin GAA”, a mini-series rooted in the main factors that make the GAA great, the players, the fans, and the city.

  • Back2School campaign that was focussed around creating content that appealed to the youth audience. Computer-game style videos, graphics and sounds were incorporated to short, fun, and super-stylish product videos.

  • Jersey launches for both Leinster and Munster Rugby, exclusive to Life Style Sports. Hosting in-store fan engagement activity, creating slick hero video content, and pitting the two sets of supporters against each other in online competitions to find out who has the loudest fan army.