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Fox Sports Major League Soccer
Driving tune-in to FS1 & Fox Sports for MLS
Background
Selected in August 2019, I participated in the Fox Sports University Program for a 4-month project regarding Major League Soccer. Fox Sports was seeking new ideas on how to reel in old fans, recruit new viewers, revive the love for soccer, and ultimately drive viewership.
What my team and I did
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In order to begin, our class conducted marketing research to gain understanding into how people view and watch major league soccer. With this research, we established more specific campaign objectives:
1. Increase familiarity with MLS on FOX Sports
2. Drive positive perceptions of the brand
3. Increase viewership of MLS on FOX Sports
4. Drive traffic to the FOX Sports GO App
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Using these objectives, my team decided to focus on a theme to revolve the entirety of our on-air promotions, event strategy, social/digital marketing, and outdoor promotions.
"Play On" Theme
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"Perseverance, dedication, the will to Play On.
This speaks to the energy deeply ingrained within the game of soccer. Even after they’ve transitioned from a competitive player into a passionate fan, FOX Sports allows people to keep chasing the thrill of the beautiful game. From youth league to Major League, the game of soccer encourages everyone to Play On with spirit and emotion.
Major League Soccer Plays On FOX Sports so the world can Play On alongside the brilliant, unstoppable players whose world class skills landed them underneath the stadium lights."
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On-Air Promotions
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Though our team worked together on all facets of the course, I was part of the on-air promotions division. I edited and put together all of our sample videos to present to Fox Sports. Take a peak at the three sample videos and check the report to discover the avenues we believed these promotions would be most successful on.
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1. We Will Rock You
The purpose of this advertisement is to accentuate the non-stop action and the pure skill/athleticism that goes into playing soccer.
2. Your First Love
The purpose of this advertisement is to appeal to previous soccer players, current soccer players, and everyone who appreciates the skills of the game, with the hopes that the viewer will establish an emotional connection.
3. The Crowd is Speaking
The objective of this promotion is to increase interest in soccer among FOX Sports fans, showing how the game is full of skill and excitement and how much people care about the game.
"Play On" Presentation
Executives from both FOX Sports and MLS came in from LA and NYC to see my team's work and to give a final pitch. We were awarded first place for the best marketing campaign. Check out my team's feature on FOX Sports MLS here.
Fox Sports MLS Executive Testimony
This group was exceptionally creative. Their campaign was an impressive display of integrated marketing and consistent brand strategy. Each idea that they presented was established, clear, and professional. We loved their OAPs, community initiatives, and calls for tune in. They consistently and seamlessly wove their concept throughout their campaign. This group also had the most polished and comprehensive presentation, everything was connected back in a meaningful way, and their treatments from brand design to content, to concept, were outstanding.