LEVERAGING MBNA’S 19-YEAR PARTNERSHIP WITH LFC TO CONNECT WITH FOOTBALL FANS
MBNA wanted to create meaningful fan engagement around its 19-year partnership with Liverpool FC and Arsenal FC. Having created a positioning which was relevant to both the brand and wider football fans, we needed to deliver on our promise to “Make Good Stuff Happen in Football”.
Through social listening, we identified that fan conversation on the weekend was dominated by sports publishers. However, on Fridays, when excitement was starting to build, there was a gap, presenting a perfect opportunity for MBNA to utilise their assets and “Make Good Stuff Happen” for football fans every week of the season. #FootballFridays was a social mechanic providing fans with unique content and rewards which got them excited about the weekend’s football. As part of the wider sponsorship campaign, we rewarded fans even further by creating a money-can’t-buy experience for home and away fans. Tapping into the fan sentiment around the legendary Liverpool FC ‘Kop’ and what it would feel like for fans to follow in the footsteps of their heroes, we launched an emotive campaign across MBNA and LFC’s social channels, inviting fans to pledge their support for a chance to take part in the ultimate play on the pitch activity ‘Face the Kop’.
Distributed via MBNA social channels and influencer networks, we delivered a 474% increase in user profile clicks throughout the season and generated an 8% monthly uplift in follower growth across MBNA’s social platforms (compared to 1% standard).