FOX’s US Multi-Part Content Campaign Promotes Canada 2015 Women’s World Cup

Fox Sports is rolling out new pieces in its multi-platform content campaign for the Women’s World Cup which kicks off in Canada on 6 June.

At the heart of the official US tournament broadcaster’s campaign is a locker full of pre-produced video content to drive awareness of its coverage and to run to precede the games themselves.

This content will be aired right across all of Fox’s channels with various themes tied to the World Cup and to the US Women’s National Team.

One of the central pieces of original film content was a long form spot created to showcase the history of the Women’s World Cup.

‘Endless Stories’ is another set of World Cup video content pieces based around with min vox-pop interviews with one player from each competing team.

Another planned film is a link between the Brazil 2015’s Men’s World Cup and Canada 2015 – this will focus on a 10-day campaign aiming to raise the same levels of excitement around the women’s tournament this year as there was around the men’s last year.

Another multi-part activation strand is ‘Score To Settle’,

which also comes with individual player cut downs, such as Abbey’s Score’

and ‘Alex’s Score’.

And content will deploy across the broadcaster’s non-sports channels too

For example, a bespoke bug and watermark is being displayed on FOX and FOX Sports 1 channels with an FX movie marathon focusing on the ‘Score To Settle’ mentality – with films such as The Avengers, Men in Black and the A-Team, and for the FXX channel’s Simpsons marathon.

Furthermore, a special spot has been developed in partnership with the Fantastic Four film due for summer release and which features its stars Ali Krieger, Sydney Leroux, Christen Press and Megan Rapinoe.

The particular ad is scheduled to run through the duration of the Canada 2015 tournament across FOX Sports 1, FOX Sports 2, the FOX broadcast network and it is also being deployed over Fox entire set of social media platforms.

The campaign also includes further US Team focused promos such as ‘Two Stars’,

And other elements of the US Women’s National team ‘One Nation, One Team Jersey’ campaign (which was first launched way back in February).

(and even the US team’s Mothers Day surprise)

Plus there is even a music video promotion for the FIFA Women’s World Cup 2015 Anthem – ‘Beautiful Life’ – by Nick Fradiani running on its social sites.

To support this content library, FOX has a slew of sports and entertainment celebrities and FOX show prime-time stars to appear in its programming and to show support for the US Women’s side.

There will be plenty of off-screen advertising within the campaign too

As well as running creative over its social media platforms such as features like

24 countries, endless stories. Get ready for brilliant features like these, starting in just four days! #WWConFOX https://t.co/utSRZGU8dQ

— FOX Soccer (@FOXSoccer) June 2, 2015

and behind-the-scenes style content such as,

Canada, eh? @ussoccer_wnt landed in Winnipeg on Tuesday night, six days before their first WWC match. @Ritzcrackers https://t.co/OrWJxe2BKC

— FOX Soccer (@FOXSoccer) June 3, 2015

FOX is also purchasing billboards for an outdoor campaign strand, as well as taking over New York’s Bryant Park subway station, as well as running bus wraps in Los Angeles and wall-scape advertising in both New York and Los Angeles.

“Our final countdown is intended to ‘seal the deal’ with casual viewers and soccer-crazed fans alike so that the buzz we’re seeing leads to the Women’s World Cup being the can’t-miss sports and pop-culture event of the summer,” says Fox Sports EVP of marketing Robert Gottlieb.

Comment

This may not be the most original or finely crafted creative, but it is most definitely a rich, deep and carefully considered promotional campaign with a hefty budget.

Thus, once again showing that most everyone from broadcasters and property owners to sponsored and sports brands all seem convinced that the tipping point in US soccer interest was reached last year in Brazil.

The 2015 FIFA Women’s World Cup, which takes place between 6 June and 5 July, might not attract to many official FIFA executives (who may be conferend about getting arrested), but it certainly looks set to attract record ticket sales and viewing figures for the women’s side of the sport.

With huge, multi-platform, rich content campaigns from broadcasters like Fox, integrated initiatives from national teams such as the US Women’s side, plus committed and well crafted brand campaigns from tournament sponsors like Coca-Cola (see case study) and team sponsors such as Continental (see case study), as well as great work from sports brands like Nike (see case study), this Women’s World Cup is producing a lot of activation firsts.

Links

Fox Sports Website:

http://www.foxsports.com/

Fox Sports YouTube:

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

Fox Sports Twitter:

https://twitter.com/foxsports

FIFA Women’s World Cup

http://www.fifa.com/womensworldcup/

FIFA Website:

FIFA.com

FIFA Women’s World Cup Facebook: