FIFA Best Awards Fan Engagement Competition
Promoting football and building relationships with fans by taking them closer to the game are key elements of FIFA’s 2.0 vision. The Best FIFA Football Awards are the ultimate stage in football - one night when outstanding performers and their achievements are celebrated and recognised.
Introduced in 2017, FIFA was looking to establish the event as a key date in the football calendar and so growing the level of awareness amongst fans was critical for FIFA.
FIFA wanted to introduce an element of fan engagement to the Awards ceremony, allowing fans to vote but also giving some fans the chance to attend the exclusive event
Seven League was tasked to develop a social media fan competition to win tickets and engage with fans at The Best FIFA Football Awards 2018
We developed the #MyFIFABest concept for the competition giving fans (UK and global) the opportunity to win a money can’t buy prize: a pair of tickets to bring their Best football inspiration to the Best night in football
7L produced all campaign assets, including teaser and competition videos (in multiple formats) and promotional graphics
We also provided FIFA with a ready-to-use content plan for their social media team to manage the campaign’s content
We oversaw all entries in the 10 day competition and managed winners in the lead up to the event to ensure attendance; We managed the relationship with fans on the night, captured footage of fans at the event and produced a post-event celebratory video to showcase their experience at the Best Awards
The competition received thousands of entries from both UK and international fans, with 46 winners attending the event
The campaign assets delivered a total of over 20M impressions generating in excess of 2m engagements across Facebook and Instagram (as well as >950k video views)
Competition winners were engaged throughout the campaign, had an amazing time on the night and provided positive feedback on their experience both publicly and privately
The campaign successfully raised awareness of the Best Awards and provided FIFA with engaging content for its social media channels
The media value of this digital-only campaign was estimated at over $400k
We developed the creative and managed and the campaign on behalf of FIFA, creating valuable social media content to grow the event’s profile and connecting fans to the game