EE Leverages Wembley Stadium Sponsorship With ‘Game Face’ For FA Cup Final Rounds

EE leveraged its Wembley Stadium sponsorship by offering football fans an opportunity to get behind their team at the 2020 ‘Heads Up FA Cup Final’ by beaming fan reactions across the stadium’s pitch-side digital displays on match day.

Part of the telco’s mission to make Wembley the most connected stadium in the world, EE activated its ground partnership with The FA by calling on fans of the two finalist teams – Arsenal FC and Chelsea FC – to submit videos via Twitter or Instagram using the hashtag #EEGAMEFACE for the chance to be a part of the action and appear on Wembley Stadium’s LED boards live during this year’s final.

The campaign’s call-to-action content, developed in harness with agency by M&C Saatchi and launched following the 18 and 19 July semi-final matches, ran across both the stadium and the brand’s social channels.

We want to put YOU in Wembley Stadium for the #HeadsUpFACupFinal.

Share your #EEGAMEFACE video on Twitter or Instagram for the chance to get it shown pitchside and win some exclusive FA Cup goodies.

Enter before 23:59 on 22/07/2020. See terms: https://t.co/6FHTThUAtn pic.twitter.com/VC0LwKoevM

— EE (@EE) July 20, 2020

View this post on Instagram

We want to put YOU in Wembley Stadium for the #HeadsUpFACupFinal. Share your #EEGAMEFACE video for the chance to get it shown pitchside and win some exclusive FA Cup goodies. T&Cs of the competition can be found by following the link in bio. Submissions until 23:59 on Wednesday 22nd July.

A post shared by EE (@ee) on Jul 20, 2020 at 1:00am PDT

At the final itself, pitch side LED boards will feature eight fans who will not only have the opportunity to get behind their team, pitch-side at the Heads Together FA Cup Final, but also win an exclusive Emirates FA Cup bundle, courtesy of EE.

Comment:

Another example of sponsors looking to connect stay-at-home fans with the physical game through virtual platforms, this initiative certainly has echoes of Bud Light’s 2019 ‘Seats Of Glory’ US soccer activation (see case study) and Google’s Manchester United ‘Front Row’ campaign from 2014 (see case study).

The latest EE initiative at Wembley adds to the telco’s stadium activation heritage which also includes its ongoing ‘Wembley Cup’ activation (see case study) and its 2016 ‘Light The Arch’ coding campaign (see case study).

Links:

EE:
http://ee.co.uk/

https://twitter.com/EE

https://www.facebook.com/ee

https://www.youtube.com/c/EE/

Wembley Stadium:

http://www.wembleystadium.com/

The Football Association:

http://www.thefa.com/