Sports PR and social media campaign

Key outcomes

The British Eagles was able to launch paid membership in the best possible position – We secured key coverage including a mix of live and audio diary on: BBC Radio 5 Live, Metro, Eurosport, Philadelphia TV (Fox29), PhillySports.com and appeared on the Philadelphia Eagles podcast and on camera for their website and social media.

We received 1,595 plays of the podcast between 1 October and 30 November vs 513 between 12 April and 29 September, and the British Eagles’ Twitter followers increased to 1,302 against a target of 1,000.

Engagement also excelled its target of 80k – pulling in 168k tweet impressions and receiving 905 mentions in October vs 143 in September.

The British Eagles website received 708 visits in the first month of the campaign, an increase of 413% from 47 visits in the month prior to the campaign and time spent on the page increased by 32% to a total of 1 minute 19 seconds.

Additionally, the British Eagles became the only brand given behind-the-scenes access at pep rallies, with media credentials allowing us to interview players and coaches at a media/practice day and post-game in the locker room, with a Philadelphia reporter referring to our Eagles fan on the ground on her Instagram account as ‘the biggest Eagles fan in Europe’.

We also forged relationships to strengthen the British Eagles’ media position at future events, including with the Philadelphia Eagles, which gave us an exclusive in the run up to the London game discussing their micro-site launched for the UK trip, as well as with NFLUK, which grants us access to interview key NFL personnel and showing that as a ‘fan’ group, we are trusted alongside the traditional media.