1. Rooney: The man behind the goals
SMM: Would the real Wayne Rooney please stand up.
Tone –Fast paced, fun and family friendly
Marketing Support
• 30” launch trail.
• Social Media Campaign using the talent involved
• Talent led conversations online
Audience Ambition
We want our BBC One audience to know about the real Wayne Rooney. We have all seen him play football and score goals but
we want to see what he’s really like as a person.
We are looking to bring in a younger, northern more media savvy audience. In the BAME area too but our primary target
audience is a youth audience (16-34 year old) We also have a limited budget for this so will have to use digital as much as
possible. As we can see with BBC Three audience figures youth audience reacts well to social media and listen to opinion
formers. So we should look into using this as the main part of our marketing strategy.
Viewing Figures
• The launch episode received 3.6 million viewers and steadily rose from there
• It won its slot with 32.5% share. It was also trending in the UK social media throughout the show.
Learnings
• Using the celebs in the show to retweet and talk about BBC One marketing leads to new audiences and viewers. They are
also super fans of the celebs so will be positive about the channel (examples next page)
• The BBC One twitter page had no interaction between the celebs throughout which was a massive missed opportunity as the
celebs all seemed to be ‘bantering’ with each other throughout the series.
• Using the talent to promote the show and target a different audience that we otherwise couldn’t reach works effectively

2. Social Media presence