NBC / English Premier League

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Aug 03, 2013
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We’ve been working with NBC since 2012 launching their new sports programming across North America, within their global guidelines.

When NBC won the rights to televise the English Premier League (EPL) we were tasked with moving an entire nation of fans hooked on American football to soccer. Our work had to hold its own in both the States and Europe. We needed a big channel neutral brand platform and story that would create a cultural conversation around the sport that fans would enjoy, share and start engaging with.

We developed an integrated bullet proof strategy (including everything from a host of TVCs, to social content and digital), and phased the campaign in three tiers, the first to ensure an initial audience by moving existing fans who watched soccer already on FOX, the second engaging fans we knew had an interest in soccer with a team picking social activation so they had some ‘skin in the game’ and a reason to follow matches.

And finally, converting die-hard sports fans by creating the most audacious, widely talked about new soccer coach the sport had ever seen. We needed someone to speak in terms NFL fans would understand. After all, “it’s football... just not as you know it.” In true blockbuster fashion, we enlisted the help of Saturday Night Live golden child Jason Sudeikis to play a clueless American coach. Using our Ignition outreach, prior to paid media we achieved over 1million+ global views in 3 days and the fans were talking about Coach Lasso and the “Tottenham Hotspurs” across America and Europe.

In total, we delivered: a prominent subway takeover, branding of a squad of New York taxis, 2 billboards in Times Square, numerous print and outdoor, 3 seasons of digital banners and website takeovers, a socially integrated digital application, 2 radio spots and 36 film assets, which ran both online and in broadcast in various time lengths.

All of this resulted in up to the largest Premier League opening weekend audience in U.S. history.

CHANNELS

Social, Content, TV, Advertising, Experiential, Digital

RESULTS

— 10million+ fans tuned into NBC’s Premier League coverage

— 91% increase in NBCSN viewership

— 9million+ views of the Sudeikis piece alone

— 1billion media impressions

— 8,486% increase in Facebook fans

Go to the profile of The Brooklyn Brothers

The Brooklyn Brothers

We’re the Earned 1st Ad Agency and a global network built for the modern world. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Promote Iceland, Lancôme, MINI, Financial Times, WaterWipes and American Express.

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