Featuring 3 former Euros stars, we created over 75 social assets to get Greene King's tables fully booked. The results exceeded all expectations.
- Content Strategy
What they wanted
The delayed Euro 2020 tournament was set to be huge opportunity for Greene King pubs. The hospitality industry was opening back up, albeit still under restrictions, but opening none the less, and Greene King was ready to welcome customers back to its pubs safely.
Greene King wanted a creative-led content strategy that would have high impact and cut through the noise at was due to be an extremely competitive time for pubs.
A limited media budget meant that content had to deliver results at each stage of the campaign, taking customers on a journey to ultimately, deliver on Greene King’s overall objective… book their seats for the Euros at a Greene King pub!
What we did
We followed our tried and tested creative process;
We got our most creative bodies, our football loving fanatics and our content strategists in a room for a few days and wallah… the Euro 2020 campaign was born.
We combined content and PR to deliver the story through a series of creative, high reach and high engagement activity.
Working with Greene King’s media partners who delivered a tight and highly effective paid strategy across social media, PPC, GDN and YouTube.
- 1400+ Planning Hours
- Filming at eight Greene King pubs
- And eight different locations across the UK in 5 days
- With pre-production delivered in less than two weeks
- 13 Actors, 25 Extras and 4 Sports Personalities
Our outputs involved 1 hero film that lived on the booking site as well as social, we then cut this content into multiple paid media ads. Alongside this, a panel with Euros legends Jamie Redknapp, Ally McCoist & Ashley Williams hosted by Emma Louise Jones. Our thinking behind this was to get a real insight into previous tournaments gone by and key headline-worthy comments from the talent.
Website views compared to WC '18 X 3
Organic Social Views 47 M
Pieces of media coverage 435
Sport covers 181k
As well as 47 million organic social views, working with the PR team at BBI we got our content featured across hundreds of online media outlets. Alongside this, our PR activity had Greene King featured on Sky, ITV and BBC throughout the tournament on prime time TV. Ensuring the nation knew where to watch the Euros - your home of pub sport, Greene King.
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