Britannia
Proud to be a Potter
Objectives
Create stand out campaign to reinforce Britannia's long term
commitment to Stoke City FC.
Approach
The Proud to be a Potter campaign was created to engage with
fans by create two giant, iconic images that would be displayed on
the side of the Britannia Stadium. Two giant images, featuring Sir
Stanley Matthews and club captain Abdoulaye Faye, were made from
thousands of smaller images fans. This provided a vehicle for
Britannia to underline its support of the club, engage with fans
and generate media exposure.
A coordinated social media campaign delivered engagement between
Britannia and fans.
Proudtobeapotter.com
- Dedicated website created through which to gather fans' photos
and deliver campaign messages.
- Website explained campaign, kept audience informed and acted as
portal to gather photographs.
- Content updated throughout campaign to keep website fresh with
full overhaul when submissions closed and when final images were
unveiled.
The launch
Traditional and Social Media News Releases with star player
providing call to action were created awareness and links to
microsite.
Facebook
- 'Proud to be a Potter' Facebook page created and promoted via
links from microsite and club channels.
- Engaged with the fans via news feed, Fans of the Day, players
penpics club, directing people to www.proudtobeapotter.com
for the answers.
Twitter
Extended exposure and interaction via Twitter with all updates
hashtagged to increase visibility.
Unveiling
- Social media channels used to drip feed information about the
giant images ahead of grand unveiling.
- Giant images simultaneously unveiled at media event at
Britannia Stadium and on microsite.
- Zoom function enabled fans to find their image in the giant
collages.
Results
Very positive response from the fans monitored across social
media channels.
Facebook
Facebook page allowed Britannia to communicate and engage with
the audience on a less formal level.
In just three months:
- 3814 fans were created
- High levels of engagement took place via 423 'like this' and
256 comments to posts made by Britannia
- 83% of this audience was over 18 years old.
Proudtobeapotter.com
Over three months:
- Proudtobeapotter.com received 20,844 visits
- Over 63,000 page views
- With the average visitor engaging for 3 minutes
- The website currently has 187 external websites linked to
it
Social media news releases
Digital distribution of the SMNR's created 21,370 potential
external links and over 20 million opportunities to see the key
messages and links.