THE JACKSON JAGUARS BUILDING A FAN BASE THROUGH CONTENT

As the UK agency for the Jacksonville Jaguars, the only NFL team to committed to the London market, we developed a multi-channel fan engagement campaign to maximise the game time ‘halo effect’ ahead of the NFL International Series in London.

Insight: Fans want to build deeper, more authentic connections with their sport, their team and the players, beyond the circus coming to town, to all-star experiences and stories that excite new and existing fans on what makes this sport so great.

Solution: Under the campaign, ‘We can, We do’, communicating that anything is possible, a year-long series of activity was created to support and grow fans at all levels of the game – from grassroots and amateur players to spectators. This included an annual Jags Fan Fest on London’s Southbank with games, giveaways and player attendance to drive ongoing fan, as well as bespoke content including ‘That Peter Crouch American Football Show’ – to drive multi-channel presence for the Jaguars in the UK. This was all driven through a social strategy to build on the UK fan community, furthermore, we capitalised on Jaguars London game with national coverage.

Results:

• Coverage in all nationals/ top broadcast channels including BBC, Sky Sports, ITV, ESPN, TalkSPORT, Give Me Sport.
• Event content shared across Jaguars owned channels reached 550,000 fans
• Video views exceeding 61,000
• 2.2 million impressions 
• 1 million completed video views