Juventus

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Juventus Football Club

How do you create an authentic European football fan experience in a new country?

THE CHALLENGE



Juventus had never executed fan activations previously outside of Europe, then with the advent of the 1st ever International Champions Cup in 2017, they needed to create an all-important first impression for their fan base during their participation in US leg of this tournament, all while in the presence of more than 12 other Soccer Clubs & brands competing for the attention of the fans. To do so, they had to create an engaging and immersive experience that solidified their brand in the eyes of their consumers in a premium way. They also had to use the opportunity to acquire new club members and fans, collecting data for reengagement and loyalty initiatives now and in the future.

 
 

SOLUTION



We decided to make a big introductory announcement that the Juventus club, the most successful team in the history of Italian soccer, had finally arrived in the US by creating the campaign activation theme and hashtag #CiaoAmerica. By introducing a blend of activities including Virtual Reality Technologies that brought real Juventus Italian football experiences to US fans and live entertainment, including Juventus player autographs, Championship Cup trophy displays, and mascot meet and greets, we were able to give a real welcome taste of what Italian soccer means to us and our fans on US soil.

HOW WE DID IT...



We curated a multi touchpoint activation that appealed to all ages and fandom levels that also included several opportunities to collect fan data and share experiences across social media. These included;

  1. Virtual Reality Football Experience - Using VR Headsets fans were transported to the Italian soccer field and experience a day in the life of a Juventus soccer player Photo Kiosk Virtual Face Paint - Fans took pictures where they could overlay Italian, American and Juventus-themed digital face paint to their images and then share with their friends and social media channels via #CiaoAmerica
  2. Juventus Trophy Photo Opportunity - Fans were encouraged to share their data in exchange to have pictures taken with the real 2016 Italian Cup and the 2016 Italian Championship trophies
  3. Player Autographs - Fans were given an opportunity to get autographs and photos with 2 of Juventus’ top Legends, Trezeguet & Davids and encouraged to post on social media
  4. Mascot Meet and Greets - Families interacted with Juventus mascots and had pictures taken adorned with #CiaoAmerica Juventus branded custom backdrops and given to them as keepsakes.

WHY IT WORKED



By physically and virtually bringing all elements of Italian soccer culture to life, we were able to give a real taste of what it's like to have an authentic Juventus experience here on US soil - one that transcended borders, countries and cultures and appealed to families and people of all ages. With an activation footprint designed to maximize fan exposure and have as many people interact with as many elements as possible, it aided our ability to capture fan data to be repurposed at a later date. Lastly, cultivating a hashtag campaign and creating sharable photo content during the event, we were able to extend the activation beyond just the day/time to our fans friends and followers unable to attend in person or back home in Italy.

THE RESULTS



Through goal-oriented planning and strategic management of the multi-city activations, we exceeded client expectations. We surpassed KPI’s enabling us to collect a substantial amount of data and an increased number of attendees on event days;

77.5% Email open rate

8,000+ Attendees per event

More than 1.2 Million Impressions

Over 1,500 Registrations