Jelly worked closely with Pro Evolution Soccer 2018 partner club Liverpool FC to deliver a number of influencer based activations this year. The Liverpool All Stars Christmas Cup was one of Jelly’s most intricate events as it consisted of two individual activations running simultaneously on the 23rd of November 2017.
Konami tasked Jelly with creating and orchestrating an event that would engage new communities, strengthen press relationships, and encourage PES 2018 sales in the lead up to Christmas. Jelly had just under three weeks to organise this event, from planning and logistics to invitations and execution. There were numerous risks to mitigate within such a short space of time, including technical set-up, logistics, and talent/player sourcing. This required a great deal of problem solving from the events team who worked tirelessly to solidify plans such as budgeting, branding, and photography ahead of the tournament.
Exposing the Brand to a New Audience
The Liverpool FC All Stars Christmas Cup was a two part activation which served to help Konami access a new audience by engaging the Liverpool FC community with the PES brand. This was achieved by drawing on Jelly’s long-standing relationship with our partner club in order to secure special guest appearances from some of the club’s first team players. By utilising the talents of these first team players and by involving two previous youth tournament winners – both of whom competed in September’s Liverpool Red Neighbours event – Jelly was able to appeal to a wider audience of local gamers and Liverpool FC fans.
Jelly invited a host of additional participants, many of whom promoted the event on their own social media channels. These included YouTube influencer Manny; PES community member Bibby; and two fans chosen by way of a social media competition. The first team players were revealed on the day of the event to be Joël Matip, Joe Gomez, and Roberto Firmino.
Social Media & Influencer Promotion
In order to announce the tournament, and as a way of selecting the two guest participants, Jelly hosted a two day long flash competition across Konami UK social media channels which was shared by our partner club. Followers entered by interacting with the competition posts for the chance to play against two mystery Liverpool FC first team players in the All Stars Christmas Cup. The competition yielded hundreds of entries and, in the end, two lucky Liverpool fans were chosen to attend the tournament.
Promoting the Liverpool FC edition of PES 2018 ahead of Black Friday and Christmas 2017 was an important part of the All Stars Christmas Cup. Promotion of the game happened mainly on social media in the lead up to, throughout, and after the tournament, reaching over 3 million users across Konami social channels and over 1 million views on LFC Instagram Stories. In addition, Jelly invited Liverpool themed YouTube channel Redmen TV to the tournament enabling them to cover the event on social media and to expose the PES 2018 brand to thousands of YouTube viewers.
Exclusive Press Access
Alongside the tournament, Jelly hosted an exclusive press access activation with footballer Philippe Coutinho in Liverpool FC’s Retail Store’s upstairs mezzanine where he was surrounded by the Club’s memorabilia. The press access event was attended by Sky and Soccer AM, with Coutinho acting as an ambassador for PES 2018. This worked two-fold to expose the brand to a much wider audience and to build closer working relationships with high profile press on behalf of the client. Having worked with Youtuber Manny across multiple events and activations over the years, Jelly was well aware that the he is a fan of Coutinho. As such, Jelly orchestrated an opportunity for Manny to meet and conduct a short interview with the player in order to create top quality content for his channel that would serve to both promote the All Stars Christmas Cup activation and feature his idol.
Results & Post-Activation
In spite of the three week turnaround time, Jelly delivered a largely successful event in the form of the All Stars Christmas Cup. The combination of social media, influencer, and press coverage increased pre-Christmas brand exposure. This, coupled with coverage across Liverpool FC’s official channels, ensured that the PES brand reached a brand new audience of Liverpool fans who fitted well within the parameters for the clients’ target audience.
Post-activation, Jelly drew up a number of reviews and reports to ensure all relevant data was made available to the client. In addition to this, various follow-up assets and social media posts were created to maintain community buzz after the activation. This included the production of post-event video content which was then shared across both the client’s and Liverpool FC’s social channels. Jelly’s community management team maintained interaction with both Liverpool FC, the influencers, and the press across social media on behalf of the client and monitored social reach and engagement closely following the event to supplement feedback.
In order to improve its services and deliverables, Jelly focused on collating lessons learnt with regards to the activation. By highlighting what went well and focusing on what could have been improved, Jelly is able to further tailor activations to suit the clients’ needs and implement any relevant learnings for activations with different clients in the future. This ensures Jelly’s clients receive the full package, from start to finish, with a focus on delivering the very best for both clients and guests every time.
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