A digital PR agency’s creative approach to a campaign that involved tweeting, podcasting, and international broadcasting has been recognised at a prestigious industry awards.
The agency’s activity, which was up for best mobile content campaign alongside Sony Music, focused on promoting the group’s brand from London as the Eagles prepared to take on the Jacksonville Jaguars at Wembley Stadium.
And following the campaign, British Eagles used its higher UK profile, influenced by Outwrite’s awareness-raising tactics, to support its goals to introduce a paid membership scheme.
Results included a live interview on Fox 29 Philadelphia TV, behind the scenes access to the official pep rally, and a boost for the British Eagles’ social media and podcast statistics.
Although Outwrite narrowly missed out on the award, the agency’s managing director, Anthony Bullick, says making the shortlist shows the strength of its results.
He said: “Being shortlisted at a UK-wide awards alongside brands like Sony Music serves to cement our reputation as a leading creative PR agency that consistently makes a difference for brands.
“British Eagles’ primary aim was to establish itself as a leading UK fan club for Philadelphia Eagles fans, and we identified that in order to do this, a number of digital channels, from Twitter to a podcast, were required to connect the brand with its target audience.
“We also built a relationship with the Eagles to gain official media accreditation, allowing us to produce exclusive content through interviews with players and coaches, which in turn helped position British Eagles as the go-to group for UK fans.
“Our question at the Eagles’ UK press conference was also used as part of the franchise’s own PR output, which is an enviable result for even the biggest media organisations out there.”
Anthony added: “Sport is a specialist area for Outwrite, as our team are all passionate about it and have developed vital skills in understanding the fan bases of different sports.”
In addition to the UK Content Awards, the agency’s work was shortlisted for best sport campaign of the year at the PRmoment Awards, and is in the best digital and social media and low budget categories at the Public Relations Communications Association (PRCA) Wales & South West Awards.
Outwrite’s podcast for British Eagles has featured interviews with National Football League (NFL) journalists, members of the current Eagles roster, and Philadelphia Eagles’ senior vice president of marketing and media Jennifer Kavanagh.
In 2018, the agency liaised with BBC Radio Five Live and Eurosport to set up interviews with a fan club member who flew to Minnesota to watch the Eagles defeat the New England Patriots in the Super Bowl.