FIFA EWORLD CUP
CREATING A UNIQUE MUSIC PLATFORM TO ATTRACT NEW AUDIENCES TO THE FIFA EWORLD CUP 2019 FINAL
FIFA needed an innovative approach to generate pre-event buzz and attract new audiences to the FIFA eWorld Cup 2019 Final at London’s O2 arena. With insight from our Fan Intelligence® network highlighting the strong crossovers between gaming audiences and UK Hip Hop culture, we created an integrated campaign to leverage the unique position, giving break-through UK artists the opportunity to showcase their talent on a global stage, as well as driving ticket sales in the run-up the final.
Working alongside the UK’s number one, up and coming urban entertainment channel, Mixtape Madness, we launched a competition to find the very best talent in the UK. Four artists were then selected to take part in the first-ever Head 2 Head Freestyle competition, which was broadcast live on Sky Sports Premier League and live streamed on FIFA’s social channels ahead of the FIFA eWorld Cup Final. Judges selected the final two artists before a a public vote via Twitter decided the overall winner, with 16 year old Deekayy crowned Head 2 Head Freestyle Champion 2019.
The campaign helped drive record ever ticket sales for a FIFA eWorld Cup and social engagement metrics were exceeded against KPI by 150%. Plus we have helped secure a record deal with the 16 year old female winner, Deekay!
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