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Company: Cravens
Project: 'I know you still have the passion' for MFC

http://www.youtube.com/watch?v=tiPPoaXRbAw

Dates: Dec 2007 to Dec 2007

How did the project start?

Middlesbrough FC came to Cravens to help them promote and sell their half season tickets.

Background:
Middlesbrough FC’s 2007/2008 season had been a tough one so far:

• The team has been struggling in the bottom third of the
Barclay’s Premiership.
• Falling match day attendances (and the number of season ticket holders was down)
• Low esteem

In early December, the club decided to run a half season ticket promotion.

This was a “tough” sell due to a number of factors:
• The lack of success on the pitch.
• The credit crunch meant fans were worried about over-stretching their personal finances
• Low promotional budget (£9,000 for media and production)

Objectives:
• To promote the half season tickets
• To show the players cared for the club & build a closer bond
between the fans and the players / management
• To start building the “Boro” brand
• To demonstrate excellence in sports marketing to the local area and beyond.

What options did you consider?

We knew we had to create something a little different as most football clubs send a piece of direct mail, or a simple email alert to promote their half season ticket campaigns.

Our task was to create an engaging relevant execution that would excite and entertain in equal measure. We considered online media as a means of touching the right audiences but felt this could be overlooked and the reach across the key audiences was limited.

However due to our close working relationship with Middlesbrough we new they had a wealth of data around their fan base, so using this element was key. This was the first step to developing an email marketing platform that allowed for a personalised fan experience across email and web, while also driving the key message.

Why online?

Middlesbrough FC’s small budget meant we had to be “canny” with our approach. We decided to concentrate our activity and budget on their “warmest” leads (the fans).

Middlesbrough’s ticketing database provided a “rich source of information” - especially for online activity. There was a large number of e-mail addresses that could be profiled and segmented:
Male e-mail records
Female e-mail records

What help and expertise did you receive?

Cravens devised the creative. But, we needed good people around us to bring the creative idea to life successfully.

We were lucky to work closely with Alex Telfer who directed the movie and brought style and passion to the production.

And not forgetting of course Middlesbrough player, David Wheater, who was superb as the star of the movie. With no (known) acting ability he brought passion, polish and professionalism to the video.

Did you face any challenges or learn any lessons?

The key challenge was to shift the perception that football fans would be driven to purchase based on an emotional trigger such as passion and loyalty, via the digital channel.

What are the outcomes and how has it improved your business?

Campaign execution
By profiling and segmenting the ticketing database we could talk to season ticket holders past and present and the fans who’d bought one off match tickets with a very personal message.

What we needed was something to capture their attention…something that motivated them to feel good about the Boro...

We decided to e-mail each fan a personal video message from
David Wheater, 20 year old Middlesbrough born, defender. England U21. Robert Huth’s defensive partner and “one of the fans own”.

Shot in grainy black and white, Wheater talks to each fan (direct to the camera) and gives a passionate call to arms re his Boro credentials. To season ticket holders he gives a thank you and to potential season ticket holders he gives a plea for the fan to come
back and support the team with a half season ticket.

The e-mail was sent to each fan by David Wheater. You had to click on the link that directed you to a landing page for the half season ticket that hosted the video message.

Middlesbrough ended their 9 match run without a win with a home victory against Arsenal on the 9th December.

The following Wednesday (12th Dec),the e-mail message from David Wheater was sent out to 20,000 fans. On the Thursday, PR kicked in with local and national media and the video was also posted on YouTube.

Campaign results
Online:
• Positive response to communication on Boro fanzine web site (ignited debate amongst fans on how the club were trying to build bridges with the fans)

• No. 1 watched sports video on YouTube (Friday 14th Dec)
• No. 46 watched sports video globally on YouTube (Fri 14th Dec)
• 16,372 hits on YouTube link (to date 18th February)

Publicity:

A huge amount of publicity was generated by the campaign – both
locally and nationally. Middlesbrough is seen to be one of the 1st professional sports organizations to try new technology to mobilize support amongst fans.

Television:

Offer promoted & video played almost in full on:
• Sky Sports News
• Setanta Sports News (Sat 15th Dec)
• BBC Look North (Thurs 13th Dec)
• Tyne Tees News (Thurs 13th Dec)
YouTube, Evening Gazette, Times Online, MFC Homepage

Radio:

3 minute news story on “Hawksbee & Jacobs” programme on TalkSPORT (Thurs 13th Dec) plus an interview with their Media Manager, Dave Allen.

Press:

News stories appeared in The Guardian, Metro (London & North East editions) as well as a back page article in Teesside Evening Gazette & the Northern Echo.

Results continued:
• £££££’s of free publicity for the Boro
• Deemed a highly professional campaign by independent football
experts…

“I know there's a culture to knock everything the Boro do, so I thought I'd give you a pat on the back. The Wheater video is first class - it does exactly what Middlesbrough should to retain their
demographic - ties the player into core Middlesbrough values -
hard work, honesty, decency, integrity - and it undermines the real problem facing Premiership clubs, the financial, social and
philosophical distance between the supporters and the players.
I've been a football brand consultant for over a decade now, so I know how difficult it is to work in an industry where everyone is an expert. More power to you.” (Paul Reaney, football brand consultant)

• The value of the half season tickets sold at the end of December was approximately £25,500.

What are your plans for the future?

Following this successful start to our relationship with Middlesbrough FC, we are continuing to work together in the future. We are currently working on the 2008 /2009 season ticket campaign, home strip launch and much, much more.