As Europe’s 2013/14 football season kicks off, Thierry Henry is the launch face for Puma’s new virtual football community – ‘Puma Football Club’.
Based around a central web platform at www.pumafootballclub.com, the sports equipment brand is inviting soccer supporters around the world to complete a set of fun football challenges, win prizes and get closer than ever to the top players.
The initiative acts as a central fulcrum for the brand’s star players (or what they call ‘club members’) – who include Cesc Fàbregas, Sergio Agüero, Marco Reus, Gianluigi Buffon and Michael Carrick – and a space where fans gain gain unique access to their favourites.
Henry presents an initial set of ‘star challenges’ which encourage fans to propose creative suggestions for players to incorporate on the pitch and in their life.
The first Henry-introduced challenge suggests that even the biggest football stars need inspiration and Sergio Agüero needs help from his fans.
The most innovative ideas are then rewarded with what Puma describes as ‘money can’t buy’ prizes: which range from signed boots and product discounts to being re-tweeted by star players.
As well as the challenges, the site also provides an opportunity for fans to connect ‘from member to member’ with Puma players, to show off their skills and creativity on the pitch and learn from the stars themselves through tips and tutorials.
Such as Michael Carrick’s own insights into the nature of the midfield engine room
or Steven Caulker guide on how to deny strikers space
Fans who become members also get an opportunity to be the first to be informed of, experience and trial new Puma football products.
‘As a professional footballer, it is always satisfying to engage with passionate fans, so this new community is a great way to build relationships with fans in a deeper and meaningful way,’ says Henry.
‘Rather than just signing autographs, fans and players here actually get to connect more closely and speak one global language, the language of football.’
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This new platform is part of an over-arching digital push by Puma, which sees it launch a new brand proposition using the ‘worn my way’ strapline and urges consumers to ‘capture their individuality’.
The lifestyle campaign was launched via a microsite and social media activity featuring the #WornMyWay hashtag.
This umbrella initiative moves beyond Puma’s core sport space and includes global urban music stars such as Professor Green, Jamal Edwards and Mischa B (who appearing throughout the campaign and in behind the scenes footage).
Links
Puma FC Website
https://www.puma.com/footballclub/global/en
Puma FC YouTube
Puma Worn My Way Website
