Influencer Marketing

We understand how to talk to soccer people, because we are soccer people. Media personalities, bloggers, supporters groups, super-fans, celebrities, pub managers, specialty store owners, facility operators and more. They know us and they trust us. It’s why clients ask us to communicate their messages to these important soccer voices:

  • Launch events
  • Seeding kits
  • Product placement
  • Branded content
  • Social media engagement
  • Targeted media buys

Examples

  • PUMA

     

    In late 2015, we helped Puma and the FIGC reveal their new Italian National Team home jersey ahead of EURO 2016. Our staff developed, packed and mailed out launch kits to soccer-specific media members, bloggers, tastemakers and celebrities. Recipients were contacted as gifts were delivered while PR and social media amplification was tracked, then reported.

  • WINDOWS

     

    Ahead of the NYCFC v. RBNY rivalry match, Windows asked New Yorkers a simple question…are you red, or blue? Promising to light the Empire State Building in the color of the winning Club, we introduced the campaign to local soccer media with a unique seeding kit that included impassioned letters from Club executives and a custom, hand painted replica statue.

  • PANINI

     

    Anticipation around Panini World Cup sticker designs is a big deal. We were hired to fuel the fire with top soccer media, supporters and celebrities. Custom tastemaker stickers were designed and deployed, then social amplification was tracked (check out this reaction from Univision’s Alejandro Berry).

  • AT&T

     

    AT&T commissioned pop supergroup Jesse y Joy to create a World Cup 2014 anthem for the Mexican National Team. It was our job to soft-launch the song across key US-based Hispanic media outlets, asking supporters to upload their own mashup videos of support (like this one from a few fans in LA).

  • FOX SOCCER

     

    FOX Soccer hired us engage with influential youth soccer coaches at the 2013 National Soccer Coaches Association of America convention. We executed a broad scale surprise-and-delight activiation that included activities such as complimentary morning coffee, on-the-spot fitness contests, Premier League viewing parties, secret-spotter giveaways and more.

  • HEINEKEN

     

    In 2013, Heineken launched a software application designed to scour your web browser, emails, IMs and social feeds, then block out any chatter about the UEFA Champions League. Aimed at fans stuck at work, wanting to block out any “spoilers” on match afternoons, we were hired to seed the campaign with tastemakers, supporters groups and super-fans, motivating download and usage.