EE’s has brought back its ‘Wembley Cup’ digital campaign for a second season as it aims to activate its venue sponsorship of The FA’s national stadium.
The core of the campaign is an eight-spot video series that sees YouTubers taking on esports players for a match and this season’s edition primarily promotes BT Sport’s mobile offering which EE is offering for free to its customers for six months.
This partnership the first ever cross-marketing offer between BT and EE since the two telcos merged.
The online spot series rolls out in August and follows vloggers Spencer Owen and Joe Weller begin to build teams of players ahead of a clash at Wembley.
The return of the initiative was introduced by a trailer launched on 14 July and hosted on both EE’s
and on Spencer FC’s YouTube channels.
It is also amplified across other social channels of all particpants and parties.
#WembleyCup is back with @SpencerOwen & @joe_weller_ as captains! This year you can be there https://t.co/JpOZWLNsO4https://t.co/G7pLRSjd7F
— EE (@EE) July 14, 2016
GET TICKETS TO THE WEMBLEY CUP HERE: https://t.co/5FqilXchDp #SpencerFCForTheWembleyCup
— Spencer FC (@SpencerOwen) July 17, 2016
The series will run on Spencer FC’s YouTube channel and a dedicated EE page at http://ee.co.uk/wembleycup.
Fans watching the online videos are eligible to purchase tickets to watch the 2 September final – between YouTuber Spencer FC and esports FIFA player Joe Weller.
The standard admission is £20, an early bird, limited time £15 is available, while EE customers have a deeper discounted £10 offer.
Tickets can be bought through the web at http://ee.co.uk/wembleycup, or by texting WEMBLEY to 500 to receive your EE booking code.
The event will see more than 20 well known YouTubers (including Spencer FC, Joe Weller, F2 Freestylers and Chris MD) and at least six legends (including famous football ambassadors such as Robert Pirès and
Robbie Fowler).
There will also be a programme of pre-match and halftime entertainment which will include an exclusive look at FIFA 17 ahead of the launch on 29 September (via a partnership with EA SPORTS and XBOX).
The initiative has also allied with the Bobby Moore Fund this year and, to help fight bowel cancer, a ticket donation mechanic is operating and a donation silo through https://mydonate.bt.com/events/wembleycup
The spot series was created by Poke, while the final match will be produced by Havas Sports & Entertainment Cake (which handles the EE/Wembley partnership).
Comment
Early engagement statistics seem positive: with 476,885 views of the launch film on the Spencer FC channel compared to just 1,361 on EE Youtube page it is fairly easy to see where most of the traction is.
Although EE’s twitter likes and retweets are slightly higher than Spencer FC’s.
This partnership is expected to be the first of many alliances following on from the telco merger.
It also highlights the EE superfast 4G mobile network and its link to fibre broadband for calls, data, streaming HD TV, live multiplayer gaming, or watching a films.
The work runs in parallel to other EE Wembley Stadium activations such as its ‘Light The Arch’ kids coding programme (see case study).
Links
Spencer FC’s YouTube Channel:
https://www.youtube.com/user/officialfifaplaya
EE Wembley Cup Web:
EE YouTube:
https://www.youtube.com/user/EEUK
Donate to the Bobby Moore Fund:
https://mydonate.bt.com/events/wemble…
EE Web:
EE Facebook:
EE Twitter:
EE Forum:
EE Instagram:
The FA’s Wembley Stadium Web:
http://www.wembleystadium.com/
Poke:
Havas Sports & Entertainment Cake
