The UK frozen food retailer Iceland has, in a simple name synergy strategy, sponsored the Iceland football team at UEFA Euro 2016 with a campaign that aims to encourage British football fans to support Iceland as their ‘second team’ for the tournament.
The initial idea came after fans used Twitter to send congratulatory messages to the country on its first major tournament qualifying success, but used the supermarket’s social media handle @IcelandFoods by mistake instead of @footballiceland.
This led to a conversation between the UK retailer and the Football Association Of Iceland which resulting in an official partnership for the tournament activated across the retailer’s social platforms, in-store, promotions, giveaways and an on-site Iceland van tour of France
‘Suddenly it made perfect sense; rather than supporting just our main national teams, why not get behind yet another, as our second choice, to double the fun?’ explains Iceland (food) social media manager Andy Thompson.
‘The Icelandic have a quirky sense of humour that we really identify with, plus, of course, we share a name. The football team have been more than happy to work with us on some engaging content – looking at our national idiosyncrasies, plus training and nutrition tips – as well as having some fun.’
To reflect the tongue-in-cheek nature of the partnership, the activation sees the supermarket roll out a series of comic, yet motivational short films about the ‘two Icelands’ across its social media channels that will roll out through the tournament and feature behind-the-scenes footage of the team at its training facilities in Reykjavik.
Running under the #ComeOnIceland hashtag, the multi-platform campaign launched prior to the tournament kick-off on 6 June with a 90-second teaser YouTube video called ‘Coming soon, Iceland meets Iceland’.
The YouTube video is being amplified across the brand’s other social channels – including Twitter
Coming soon…Iceland vs. @footballiceland #ComeOnIceland #Euro2016https://t.co/kOkFTeQzDr
— Iceland Foods (@IcelandFoods) June 6, 2016
and Facebook.
Plus there is a #PowerOfFrozen goal challenge
Can the #ISL boys overcome our #PowerOfFrozen challenges?
Visit https://t.co/E5ZvFDylTx to find out! #ComeOnIceland pic.twitter.com/PGmuTtEjdF— Iceland Foods (@IcelandFoods) June 14, 2016
We put @footballiceland through their paces with our #PowerofFrozen goal challenge. Which Iceland will win? #ISLhttps://t.co/NnH7zXBaGp
— Iceland Foods (@IcelandFoods) June 12, 2016
The campaign also sees the retailer hand out co-branded scarves at its shops to try and encourage UK soccer supporters to get behind the smallest country in the competition.
Iceland is also rewarding its customers who join the brand in supporting Iceland with a set of in-store offers and social give-aways.
In addition to the social and in-store promotional phases of the partnership, an Iceland ‘frozen pea van’ is also visiting the venues of Iceland’s games during Euro 2016 in France.
Next stop France! If you spot our pea football van, tweet us for a prize #ComeOnIceland pic.twitter.com/pFxx7wfhqS
— Iceland Foods (@IcelandFoods) June 13, 2016
Comment
Yes – it is silly!
Yes – it is simple!
But as we all know, sometimes in marketing it is the silly, simple things that are most effective.
Even puns about brand name synergy.
The other sponsors of the Iceland team are more in line with the usual partnership expectations and include IcelandAir, Borgun, Lengjan, N1, Landsbanki and Coca-Cola
Links
Iceland YouTube:
https://www.youtube.com/user/IcelandFoods
Iceland Twitter:
https://twitter.com/IcelandFoods
@IcelandFoods
Iceland Facebook:
https://www.facebook.com/icelandfoods
Iceland Web:
Iceland Instagram:
https://www.instagram.com/icelandfoods/
The Football Association Of Iceland Web:
The Football Association Of Iceland Web Twitter:
https://twitter.com/footballiceland?lang=en-gb
The Football Association Of Iceland Web Facebook:
