Fox Sports

Case Study Fox Sports

Client Background

FOX Sports offers the most comprehensive multi-media coverage of world-class soccer available in the United States. They serve as the primary American destination for international tournaments like the Men’s and Women’s FIFA World Cups, the CONCACAF Gold Cup and Copa America. Also, they’re the home for elite competitions including Major League Soccer and German Bundesliga.

Our Role

GESM has been working with FOX since 2010. While the names may have changed (FOX Soccer Channel, FOX Soccer, FOX Sports), their commitment to the sport, and to us, has not.

Early on, we helped launch, strategize and manage FOX’s daily coverage of soccer across Facebook, Twitter and Instagram, scaling a highly-engaged audience above 1.5 million collective followers.

We spent several years activating experientially at youth soccer tournaments and coaches’ conventions across the country, speaking directly to the core ‘participant’ audience, promoting key broadcast initiatives and fostering positive word-of-mouth.

More recently, we’ve been involved in FOX’s biggest tent pole soccer moments. During Copa America 2016, the focus was on digital consumer promotions, while 2018 FIFA World Cup was centered around experiential, PR and social media marketing.

ACTIVATION HIGHLIGHTS

  • 100 days out from the start of World Cup 2018, we brought a taste of FOX Sports’ coverage to the SXSW Conference in Austin, TX. Our team sourced, designed, fabricated, staffed and activated a 5,100 square foot, multi-floor takeover of Austin’s Hangar Lounge bar, turning it into the FOX Sports House.

    The building exterior was completely wrapped, featuring bold and inviting World Cup graphics. Inside, we made sure everything offered was Instagram-worthy: celebrity panel sessions, live programming and broadcasts, tastemaker / VIP events, taco and beer tastings inspired by Chef Gordon Ramsey, (temporary) tattoo artists inking onsite, 180°matrix-style commemorative photos and GIFs, rooftop lounge hangouts and so much more.

    For four consecutive days, our immersive experience transformed SXSW attendees into FIFA World Cup ambassadors as they selected, shared and socialized their preferred nations.By the numbers: 5,300+ visitors, 7 million+ digital impressions, 28,000+ digital engagements, 500,000+ views on live-streamed programming, 250 million+ in combined press readership / viewership.

  • Days before the start of World Cup 2018, we brought globally-recognized lookalikes for three of the most iconic soccer players on the planet to America, shocking fans and causing a stir, generating added excitement for the tournament’s launch.

    Our team casted, hosted and managed a Lionel Messi, Cristiano Ronaldo and Neymar impersonator trio, spending 6 days traversing the East Coast. Stops included sporting events, festivals, iconic tourist locations / landmarks, corporate offices, FOX TV studios, sports bars, transit stations and more. Our trio interacted with 30,000+ people, posing for photos, signing autographs, high-fiving kids and generally drumming up World Cup buzz.Social media took note as well, with 4 million + trackable engagements on video and photo content. 
  • We created, designed, hosted and facilitated an online bracket promotion for Copa America 2016. Fans picked the winners and scores for each match, selecting teams throughout Group and Knockout stages to ultimately determine your Champion. Thousands entered, with grand prize winners heading to LA to spend a day with broadcast talent on the FOX Soccer set.