SPONSORS
PARTNERS
Burger King Seeks To Turn Stevenage FC Into The World's Biggest Club Via 'The Stevenage Challenge'
Powered by Activative > Creative and strategic intelligence to fuel game-changing sports and sponsorship marketing for agencies, brands and rights-holders (www.activative.co.uk)
Stevenage FC and partner Burger King launched a new campaign to turn the League Two side into the ‘biggest online club in the world’ through ‘The Stevenage Challenge’: a series of online challenges for football fans around the world to tackle and earn free Burger King menu items.
The EFL club initially announced the fast food brand as its shirt sponsor back in July, but the challenge campaign rolled out in the second half of October as the partners sought to use the burger brand’s global reach to drive club related engagement and social sharing online.
Varying from country to country, and from in-person to digitally on football video games, the challenges range from scoring a goal to scoring direct from a corner, but participants must be wearing a Burger King sponsored Stevenage FC shirt.
Open to football fans all around the world, ‘The Stevenage Challenge’ is a series of challenges – taking place in real life and in video games – and by completing them participants are rewarded with free Burger King menu items (including Whoppers, Chicken Royales and Chicken Fries).
The challenges vary from country to country and range from simply scoring a goal, chip shots, scoring direct from a corner and from your own half – all must be completed whilst wearing one of the two new Burger King sponsored Stevenage FC shirts.
Once a participant has completed a challenge, he or she simply needs to share the accomplishment on their social media – Twitter, Facebook and Instagram – featuring the campaign #StevenageChallenge hashtag in order to claim prizes (in harness with free Deliveroo deliveries).
The challenge was promoted through an integrated campaign led by a hero video and amplified across the digital platforms of both the club
https://www.youtube.com/watch?v=KMQHN_cuBNo&feature=emb_title
and the burger brand’s UK channels.
https://www.instagram.com/p/B3uNJKElFJR/?utm_source=ig_embed
The content drives viewers to the bespoke website to find further details and campaign mechanics at www.stevenagechallenge.com
Burger King Global CMO Fernando Machado said: “It’s almost 2020 and the Internet community is still surprising me. The Stevenage Challenge is here to welcome everyone, because thanks to technology this could be everyone’s team too.”
Stevenage FC CEO Alex Tunbridge added: “We are delighted to be working in partnership with Burger King on the Stevenage Challenge which is an innovative concept that aims to turn the Club into the biggest online team through the power of video gaming and social media. We are starting to gain a reputation in the world of football for being innovative and doing things differently, it is great to be doing this again on a global scale with our sponsors Burger King and demonstrating that you don’t have to be a big club to think big.”
Comment:
Can you turn a real world English League Two team into the biggest tem in the world?
Well, Burger King is giving it a go and this is how they think you do it.
Who are we to argue?
Links:
Burger King
https://www.facebook.com/burgerkinguk
https://twitter.com/burgerkinguk
https://www.instagram.com/burgerkinguk/
Stevenage FC
https://www.stevenagechallenge.com/gb/en
https://www.youtube.com/user/stevenagefcofficia
This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing. www.activative.co.uk
