How LiveScore is using regional media to engage football fans
The Media Plan
Livescore and its media agency Bicycle sought a partnership with Reach to engage football fans across the UK with native content that would be shared across social media.
LiveScore and newsbrand publisher Reach have set out to curate a definitive top 10 list of the “most culturally important matches” in British club football history as part of a national campaign.
LiveScore provides latest football fixtures, scores and news from around the world and Reach is a major regional publisher in addition to publishing the Daily Mirror, OK! and the Daily Express.
Bicycle planned and brokered the media partnership for the nationwide campaign “The Matches that Matter” where Reach’s dedicated club reporters will shortlist the top 10 historical matches for every Premier League, EFL and Scottish Premiership club.
Each match will get a score and a description of its significance in the club’s history and fans will be able to vote for their top match, comment and share native articles to social media.
Branded content will be promoted across the relevant news site for each club, with an accompanying mix of native articles, “newsjacking”, and social activity to engage fans.
There will also be an interactive map where fans will see the shortlist being added to and voted on in real-time with a national and club-by-club view.
Henry Daglish, CEO and co-founder of LiveScore’s media agency Bicycle London, said: “Our big idea was to broker a partnership with the likes of Reach that allowed us to run a native piece of work that engages football fans across all of the UK clubs to get into a debate around the ‘Matches that Matter Most’ for each of their clubs.”
By doing this, LiveScore could bring itself closer to the everyday football fan and “properly unpack the idea of “More than a Score”, Daglish explained.
The next stage of the campaign will be to choose key scores and clubs to be able to relive those matches with fans through LiveScore.
LiveScore has been live with its “More than a Score” TV spot, featuring Manchester United star Cristiano Ronaldo (pictured, above), during live football for the last four months.
Strategy Leaders: Mediatel News’ weekly bulletin with thought leadership, news and analysis dedicated to new ideas, challenges, and excellence in commercial media strategy.
Sign up for free to ensure you stay up to date every Tuesday.