Rewarding fans via social media and beyond
Having created a positioning for MBNA that was relevant to both its brand and fans, we needed to deliver on our promise to “Make Good Stuff Happen” in football. Through social listening, we identified that fan conversation on Saturday and Sunday was dominated by sports publishers. However, on Fridays, when excitement for the weekend was starting to build, there was a gap, presenting a perfect opportunity to “Make Good Stuff Happen” for football fans every week. As a result, we created #FootballFridays: a social mechanic providing fans with unique content and experiences that made them excited about the weekend’s football and rewarded their fandom.
Distributed via MBNA social channels and influencer networks, we targeted fans where they were most receptive. This delivered a 474% increase in user profile clicks between September 2017 and November 2017 and generated 8% follower growth across MBNA’s social profiles (compared to 1% standard).