Ahead of his 1 June heavyweight battle with Jarrell ‘Big Baby’ Miller, Anthony Joshua’s official sports retail partner JD Sports ran an app and JDX sign-up campaign offering fans a chance to fly to New York on the official JD private jet to watch the world champion defend his titles.
The campaign mechanic was simple, consumers simply needed to download the JD app and sign up to its JDX members scheme (by 22/02/19) in order to be in with a chance to scoop two seats on the #JDOfficialPlane, plus tickets, accommodation and invites to the pre-fight party for Joshua’s June fight in Madison Square Garden.
The campaign, developed in harness with agency SportQuake, aims to drive new app downloads and boost signs-ups to its JDX member platform which offers a range of benefits from next day delivery and early access to product launches.
The competition was launched socially on 19 February across both the the boxer and the retailer’s social channels,
NY CALLING Get set to jet off with our biggest competition EVER
Get the JD app & sign up to JDX >>https://t.co/Ni0sJNZrG7
For the chance to win 2 seats on the #JDOfficialPlane heading to @anthonyfjoshua's next fight plus SO much more#JoshuaMiller #RoadtoUndisputed pic.twitter.com/gEmUm3qHAT
— JD Sports (@JDSports) February 19, 2019
COMPETITION! For the chance to win 2 seats on the #JDOfficialPlane heading to @anthonyfjoshua's next fight plus:
2 x fight tickets
2 x nights accommodation
Airport transfers
Access to the pre-fight partyHit the link and sign up to JDX before 22/02: https://t.co/JKkEzvPvVC pic.twitter.com/PslXFECvzQ
— JD (@JDOfficial) February 20, 2019
COMPETITION! For the chance to win 2 seats on the #JDOfficialPlane heading to @anthonyfjoshua's next fight plus
2 x fight tickets
2 x nights accommodation
Airport transfers
Access to the pre-fight partyHit the link and sign up to JDX before 22/02: https://t.co/Ni0sJNZrG7 pic.twitter.com/yqqgVLVvnO
— JD Sports (@JDSports) February 21, 2019
while the winner (Daniel Phelann) was announced on 25 February).
.@anthonyfjoshua has a special message for our competition winner
Congratulations Daniel Phelan! You have won the #JoshuaMiller Official JD Private Plane Package
Thanks to all that entered! pic.twitter.com/w33AKlxGzC
— JD (@JDOfficial) February 25, 2019
Comment:
This campaign reminds us of Betsafe’s ‘Notorious Airlines’ campaign leveraging ist partnership with Connor ‘Notorious’ McGregor ahead of his much-hyped fights against Mayweather back in 2017 (see case study).
The JD initiative runs in parallel with a fairly constant flow of fight related social content across its social channels,
Winter heat in the big #JoshuaMiller predictionspic.twitter.com/RtBlIhNHqg
— JD Sports (@JDSports) February 19, 2019
and it was back in Autumn 2017 (ahead of Joshua’s heavyweight title defence against Carlos Takam at Cardiff’s Principality Stadium) that the sports retailer penned a multi-fight partnership with AJ that included branded content and other collaborative activations such as fan competitions, meet and greets and tickets.
Links:
JD
https://www.instagram.com/jdofficial
SportQuake
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