Challenged to build fandom and raise awareness of NFL in the UK, agency 160over90 worked with the NFL to design and deliver a PR led, ‘always on’ influencer programme for the UK audience through the 2019/20 season.
Territory: UK
Agency: 160Over90
Objectives
Challenged primarily to raise awareness and consideration, agency 160over90 (the NFL UK’s retained influencer marketing agency) was asked to ‘build fandom’ in the UK and the team worked closely in partnership with the NFL’s marketing, digital and commercial teams to design and deliver an ‘always on’ influencer programme for the UK audience.
Activation
Using the channels of celebrities, social influencers and millennial publishers to educate and entertain the casual fan, 160over90 has created a year round programme providing influencers with exclusive access and ‘money can’t buy’ experiences.
In return, members of the programme attend games and events, produce content and deliver social media output aimed at reaching, educating and converting new UK audiences to the NFL. During the 2019/20 season alone, 160over90 engaged more than 180 influencers (46% of which were new to the programme).
Amongst the UK influencers were Beta Squad members Chunkz and AJ who were tasked with educating themselves on all things American Football in the run-up to Super Bowl LIV: to learn as much as they can about the sport, the fans, and the Baltimore Ravens before Super Bowl Sunday 2020 and then create their own, related shareable NFL content.
Outcome
A total of 180 influencers were engaged through the programme during 2019/20 season (on a contra basis only) and these influencers created more than 2,500 pieces of social content driving more than 60m views and in excess of 2m engagements.
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