Shearer Fronts Barclays Youth-Led EPL ‘Spirit Of The Game’ Experiences

With their focus shifting to young fans (as ‘the future of the game’), Barclays is activating its Premier League (EPL) title sponsorship with a new campaign to give away 8000 tickets and customer-only experiences to kick-start their love affair with football.

The initiative is spearheaded by an Alan Shearer fronted TV ad that sees the Barclays ambassador, former England captain, BBC ‘Match Of The Day’ pundit and famous Newcastle United fan reminisce about the first game he ever attended (Kevin Keegan’s 1982 debut game).

He recalls that special fist match while on his way to surprise a lucky young Newcastle United supporters.

The spot features the people who actually ‘made it happen’ and ‘made it special’ for Shearer: such as the metro driver and even the baker where he bought a pie on the way to the stadium.

The spot finishes with the Toon legend arriving at the doorstep of 11-year-old Tegjote Singh with tickets for the Magpies’ clash with Manchester United.

The campaign hub is at www.barclays.com/spiritofthegame and it is through the website and via the title sponsor’s social channels (Facebook and Twitter) that young fans can win a set of Premier League experiences that, in addition to match ticket prizes, also include A Barclays Premier League trophy school visit and even the chance to be a Premier League matchday mascot (these latter promotions are aimed at families of Barclays customers)

Barclays is simply asking fans to share (digitally) their first game memories in order to be in with a chance of winning.

The objective of the new programme is to pave the way for the next generation of Premiership fans by making sure that their first experience is something special and memorable.

‘Young fans are the future of football and the experience of their first game will last a lifetime. Reminiscing about the first game I attended when I was 12 years old brings back so many fond and lifelong memories,’ says Shearer.

‘It was a privilege to personally give young Newcastle United fans the chance to attend their first matches through this Barclays initiative and I’m sure they’ll enjoy the day as much as I did and I look forward to hearing about lots of other first game experiences as part of the campaign.’

According to Barclays global head of sponsorship Nathan Homer football is all about the fans and thus through the 2014/15 season the EPL title sponsor is committed to championing those who represent the true spirit of the game.

‘In keeping with our broader company commitment to the next generation, we will be rewarding young fans with tickets and other football experiences, to give them the opportunity to start a lifelong love affair with football,’ adds Homer.

The campaign follows some independent research carried out by Barclay which surveyed more than 2,000 football fans and found that more than 50% of them claim their first football match was the favourite football memory.

Whilst 45% say that they remember the roar of the crowd above anything else from their first live football match.

The commercial was developed by agencies Bartle Bogle Hegarty London and Havas Sports and Entertainment.

‘To launch this initiative we decided to invite a footballing icon to talk about his experience, not just with fondness, but in meticulous detail,’ explains BBH executive creative director Nick Gill.

‘The person we were looking for had to be a genuine legend of the modern game who could tell his story, then ring a door bell, hand over Barclays Premier League tickets and reduce some young fan to speechless excitement.’

The spot was created by Ed Cole and Lewis Mooney and was directed by Si @ Ad through Academy Films.

The media planning and buying work was run by Maxus.

Lucien Boyer, president and global CEO of Havas Sports and Entertainment, added: ‘We’re proud of this Barclays Spirit of the Game campaign, developed in collaboration with BBH and the Barclays team, as we know it has the potential to help so many young fans fall in love with football.

‘By combining our fan-led Meaningful Connections philosophy, with Barclays values led approach, we’ve developed an integrated programme of digital content, in-stadia advertising and social media that will stimulate natural fan conversation and provide tangible benefits for the next generation. We can’t wait to hear the first game memories of young and old fans alike.’

In a parallel move, the Premier League has simultaneously launched a new site aimed at younger fans aged 6 to 12.

Developed in harness with Topps, the kids.premierleague.com digital hub has been created to offer a fun football platform for kids to develop their knowledge of the Premier League.

Upon an initial visit users are encouraged to register, after which they can gain experience points for each subsequent site visit by simply engaging with the content: either reading news articles, or completing quizzes.

Virtual currency can be earned by playing games, and then used in a mock shop to buy digital furniture and accessories for each child’s own ‘virtual bedroom’.

Trophies and medals are also available for those completing game levels.
Site sponsor Topps features on the site, as users engage with Topp’s products such as Match Attax Live and Topps Fantasy Football.

The site is free to use, while gameplay is limited to 10 times per day to ensure kids don’t spend more time inside on the site than outside actually playing football.

Comment

The most memorable moment and most striking imagery from last year’s Barclay’s EPL commercial was an Everton fan at the opposite end of the age scale (see previous case study) so this youth-focused push marks a change in tack from the work at the beginning of the season.

Mind you the Shearer/Newcastle fit at the moment is an interesting one as the former England and Magpies striker has spent much of the last two months publicly criticising Newcastle United and owner Mike Ashley – describing them as devoid of ambutiion and suggesting that fans might walk away and lose faith in a club that is increasingly happy to sacrifice ambition for profit

Links

Barclays Spirit Of the Game

https://www.spiritofthegame.barclays.com/

Kids Premier League Website
http://kids.premierleague.com/register/

Barclays Football TV YouTube

https://www.youtube.com/user/barclaysfootballtv

Barclays Football Facebook

https://www.facebook.com/BarclaysFootball?fref=ts

Barclays Football Twitter

https://twitter.com/BarclaysFooty

Barclays Website

http://www.barclays.com/