Europcar Supports Arsenal Partnership With Live Match Blogs
Tue 30th Sep 2014 | Fan Engagement
Following the announcement of Europcar's ground-breaking brand partnership with Arsenal Football Club in August, the club's official car and van rental partner has embarked on an ambitious programme of live match day blogs.
Saturday's North London derby between Arsenal and Tottenham Hotspur saw the first of these interactive sessions, with high levels of fan engagement through FootballFanCast.com and the Arsenal-Mania.com blog.
Managed by digital and social media experts, Snack Media, the day's campaign activity included live blogging before, during and after the game interspersed with content captured directly from the Emirates and competitions to win Europcar Prestige car hire.
- A reach of 4.5 million accounts across social media platforms
- Arsenal fans spent over 600,000 minutes on Europcar branded content on Arsenal Mania and The FootballFanCast.com network
- Hundreds of entrants to the Europcar competitions
“We believe our partnership with Arsenal Football Club gives us the opportunity to reach a much broader audience of potential car and van rental customers”, explained Ken McCall, Managing Director, Europcar UK Group. “The live blogs planned for a number of key matches through the season mean we can increase the opportunities to see (OTS) for our brand in a highly interactive and relevant way for football fans.”
Niall Coen, Managing Director of Snack Media added: “It was tremendously exciting to see the level of engagement for Europcar's first live blog for Saturday's North London derby. Arsenal fans spent over 600,000 minutes on Europcar branded content on the Arsenal Mania and The FootballFanCast.com network and close to 5 million Twitter accounts were reached through viral content. Our aim was to tap into the high level of 'second-screening' that we know goes on for all kinds of sports events, especially football, enhancing the OTS for the Europcar brand beyond the stadium presence.
“Our content development team and social media editors were creating branded content in real time, providing a platform for Arsenal fans to enjoy and comment on. It was great to see so much passion on show for the North London derby and we were pleased to see such a high level of engagement on the blog, as well as on social media.
“We are looking forward to delivering more great content for Arsenal fans for home and away matches in partnership with Europcar.”
The next live blog is planned for 18th October when Arsenal play HullCity.
Image: Action Images / Alan Walter
Posted by: Kev Howland
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