There isnt much information on this at the moment but I thought it woas an interesting enough concept to highlight before the new season. This article first appeared in Marketing Week on 1st August….
Npower is activating its sponsorship of the English Football League this year with a Foursquare-esque social media game for fans to “show their loyalty” to their clubs.
Club 72, which is set to launch on the opening day of the football season this weekend (6 August), will offer fans the chance to chart their support by collecting badges at each Football League stadium they attend.
The game will also offer bonus points for reaching certain milestones, such as witnessing their team win three times in a row or attending every Championship ground.
Npower has enlisted the help of former Derby County and Leicester City footballer Robbie Savage, who took part in a photo shoot, setting the Guinness World Record for wearing all 72 Football League clubs’ shirts at once, to promote the drive.
It will be really interesting to find out more on the Foursquare-like promotion is going to be and how they plan to activate it socially. There has been some recent criticism around the lack of social integration for their ‘Every Shirt has a Story’ campaign where there was no support from the Football League twitter account and with a npower Football facebook page that barely scrapes over 1,000. Here is an opportunity to make a big splash in the social space and do something really new.
I’ll update the post once more information comes to light. If you take part in it on the opening weekend I’d love to hear your thoughts on it.
