What did this client want Tea & Cake to do for them?
To amplify and leverage the sponsorship, crceating a campaign that utilised PR and social media to connect with the loyal fan base of the sport and it’s clubs
Any potential pitfalls you needed to take into account?
This was a new audience for Alcatel OneTouch so it was important we engaged with them in the right way. Raising general brand awareness was key. Our activity also needed to always link back to the product.
OK, and what was your grand plan to tackle this?
Our strategy was to focus on games and weekends that had large footfall – to deliver pre-match and half time entertainment in the form of consumer experiential activity. This allowed us to engage directly with fans and create an experience entertained – whilst also educating them on the brand and products.. We also utilised the player Eorl Crabtree as a brand ambassador - who worked alongside us for our social media activity, allowing us to have credible dialogue with fans.
Sounds good. What outcome did all this have on your client’s business?
An increase of social media followers and fans and regional uplift in certain product sales
Impressive. Any gems of wisdom you learned from working on this that you’d like to pass on?
Make your product completely relevant to the audience and platform. RFL fans are there to watch super league rugby – not learn about mobile phones. Our activity needed to always come back to RFL and the sport and how that brand could enhance their viewing/consumption of RFL.