Title Sponsor Case Study

Title Sponsor Case Study
Summary
FRijj, part of the Dairy Crest Group, was the title sponsor for the 2010 Swamp Soccer
World Cup. The £400,000 sponsorship campaign included the following: brand recognition
in the title of the event (i.e. FRijj Swamp Soccer World Cup); an on pack promotion offering
over £40,000 worth of prizes, backed up by an “augmented reality” initiative and dedicated
FRijj and facebook websites; board displays around the pitches; FRijj branded giveaways to
all participating players; and free FRijj samples distributed at the event. FRijj also sponsored
soccer am, the popular Sky Sports football show, and in conjunction with Swamp Soccer,
developed a series of witty adverts for broadcasting during the show.
Introduction to Swamp Soccer
Swamp Soccer is an award winning, unique, fun and inclusive event. Held on an annual basis
in the month of June in the UK, the extreme football event attracts participating teams from
20 different countries. The event was created to exploit the worldwide popularity of football,
but also the growing demand from consumers to try something completely different. In 2010
Swamp Soccer also hired a large screen television, to broadcast live games from the FIFA
World Cup in South Africa.
Introduction to FRijj
FRijj is part of the Dairy Crest Group, and FRijj sales were £45 million retail in 2009. FRijj
produces a range of milk based drinks in various flavours, including strawberry, banana and
chocolate for example. Key to the partnership was the fact that FRijj is a thick and slow
milkshake, and Swamp Soccer is the thicker and slower way to play football. The key target
audience for FRijj is active and sociable males, ages from 18 to 25. Swamp Soccer’s audience
is adventurous males and females, primarily ages 22 to 28, but predominately male. Therefore
there was a good ‘fit’ for both parties..
FRijj Sponsorship Campaign
The key elements of the sponsorship campaign are highlighted below:
On Pack Promotion
FRijj ran an on pack promotion on all of its milkshake bottles for a 2 month period. The
bottles were available in all major UK supermarkets such as Tesco and Asda, and also the
independents. The campaign offered the opportunity to “win a VIP weekend for you and
5 mates with the Swamp Soccerettes” and also instant prizes such as iPods, flat screen
televisions, digital cameras, etc. Each bottle carried a unique code, encouraging people to
register online or text their details.
The campaign also included augmented reality (the first major brand in the UK to utilise this
technology), whereby consumers could view dancing soccerettes by placing the bottle in front
of a webcam (www.youtube.com/watch?v=KCRe9alyUwc). A dedicated facebook site was
also set up, and consumers were encouraged to sign up as friends. The facebook site was
updated regularly with messages and photos from the Swamp Soccerettes. There were also
six links on the Swamp Soccer website, encouraging traffic to www.frijj.co.uk to view details
of the promotion
Title Sponsorship
The event was re-branded as the FRijj Swamp Soccer World Cup. This new title appeared
on all printed materials such as advertising boards, posters, brochures, leaflets and press
releases, and also online, such as the Swamp Soccer website.
Website
The UK Swamp Soccer website is number one worldwide on the popular google search engine.
Text and visual details of the FRijj sponsorship dominated the web pages. For example, this
included photographs of the Swamp Soccerettes, the bottles with the on pack promotion, the
FRijj brand, and much, much more. All had direct online links to the FRijj promotion.
Public Relations
Utilising media contacts Swamp Soccer has built up over 5 years, FRijj and Swamp Soccer
worked closely to maximise media coverage. Articles appeared in 22 national and regional
newspapers, the Swamp Soccer director was interviewed on 17 radio stations (as far away
as Australia), coverage was secured on many popular internet sites, and footage appeared on
many television stations on a global basis. (See www.swampsoccer.co.uk for some examples
of actual tv programmes and radio interviews).
Saturday 26th & Sunday 27th June 2010
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FRijj sponsored the popular Sky Sports football programme for one season. Working with
Swamp Soccer, a film shoot was initiated over 1 day to capture almost 50 quirky advertisements,
ranging from 10 seconds to 30 seconds in duration. Swamp Soccer, as well as manufacturing
a swamp pitch, supplied mobile catering facilities and over 50 actors. FRijj stated that it was
the most effective campaign that the film crew had ever undertaken. The various adverts
appeared during the soccer am sponsorship and also online.
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Swamp Soccer produced posters and
flyers which were distributed to key
strategic outlets in major Scottish
cities. Undertaken by an independent
distributor, posters and leaflets were
placed in cafes, restaurants, universities,
garage stations, retail outlets, concert
venues, sports centres, work canteens,
etc. This carried details of the FRijj
promotion and also encouraged teams
to register for the tournament, and
for visitors to come and watch the
amazing spectacle.
FRijj
Swamp Soccer
World Cup
SE
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Poster/Leaflet Campaigns
Support at the Event
Swamp Soccer organised pitch banners promoting FRijj, and these surrounded the main pitch
where all the semi finals and finals took place. With pink writing and black backgrounds, the
banners created immense impact.
As title sponsor, Swamp Soccer provided FRijj with a dedicated VIP tent, including free drinks
and refreshments, waiter service, security, and their own private toilet facilities. This was
used by FRijj staff and their guests, including the prize winning team and the soccerettes.
FRijj also gave out 700 gift bags to all participating football players. The branded items
included a string bag, a t-shirt, a capsule with a swamp sample, a certificate and a sports
bottle. The winning teams also received boot bags, winners t-shirts, winners armbands, sports
towels, medals and trophies.
5,000 free samples of FRijj milkshakes were handed out to players and visitors over the
3 day period of the event. Swamp Soccer provided a refrigerated container and 3 display
fridges, to store and display these products at a chilled temperature. FRijj employed promotion
girls to hand these samples out.
Outcomes
• FRijj captured details of over 100,000 customers, via the on pack promotion, text
messaging and the dedicated facebook site
• FRijj sold 14.5 million bottles during the on pack promotion, which exceeded the
projected target by 21%
• FRijj enhanced their position as the market leader for fresh milkshakes, with a 55%
UK market share
• the sponsorship enhanced key brand attributes, particularly the fun aspects of the
brand
• over £4 million worth of media coverage was secured, primarily in the UK but also in
key Swamp Soccer overseas markets such as Europe, North America and Australasia
• Swamp Soccer awareness increased substantially throughout the UK (and overseas),
via the partnership arrangement with FRijj. For example, website traffic for Swamp
Soccer increased by 43% from January to July 2010, compared to the same period
the year previously