When The FA Cup wanted to introduce a new generation of football fans to the magic of The FA Cup and increase family attendance at FA Cup fixtures, they turned to Facebook and Fanbooster.
Old traditions with new thinking
The Football Association, English football’s governing body, was formed in 1863. The FA Cup is an annual cup played by English football clubs.
Increase family attendance at FA Cup fixtures
The FA Cup has a long history of football matches. The goal with this campaign was to give under 12s a once-in-a-lifetime opportunity to have a unique FA Cup dream come true – from the famous trophy visiting their home through to lifting the cup in front of the fans of the team they support.
Responsive apps, ads and targeting
The FA Cup employed its PR agency, Mischief PR, to create and run the campaign. A media push then took place ahead of the FA Cup Third Round to create awareness of the initiative.
Round-by-round, a different dream moment came true and was publicised through local media as well as FA and club specific channels, all designed to drive ticket sales. For the earlier rounds of the competition, The FA Cup went on tour around the country. Five children had the famous trophy in their home for a sleepover, and two more parading the Cup at the ground of their favourite team.
At the FA Cup final, a series of ultimate dreams came true. As well as a bedroom being created at Wembley for the first ever sleepover at the world famous stadium, one young fan became a match reporter by joining the BBC Five Live commentary team and another got to head out onto the pitch to help the groundsmen.
Dreams came true!
Over the course of the 2014 FA Cup, over 100 pieces of regional and national media coverage was generated. More than 1000 people entered the FA Cup Dreams competition on Facebook, with likes to the page increasing by ten percent.
Wanna talk to us about similar campaigns? Click here to talk:)