14. PUBLIC vs. PRIVATE
Sports initiatives that rely on charitable
donations can fall short of providing a
long-term solution for achieving goals
Private investment can help maintain the
legacy of public sector initiatives
*credit LinkedIn ‘recent post’
22. FOOTBALL CLINIC
As part of MBS’s CSR initiative to give back to the
local community the brief was to inspire young
athletes at ‘The Guardian Football Academy’
Exclusive football clinic bringing together 16
premiership players with sixty 6-17 year olds with
workshops covering juggling, dribbling shooting
23. CONTENT STRATEGY
Create a content strategy that pulled together the
brand’s existing content & URLs in a creative way
We created a widget on the brand’s website to
inspire audiences to plan & book their trips to the
Within the first hours of the launch period the
widget indexed on the 1st page for both Google
US and Google UK
24. FEEL LOVED
Launch the brand as a challenger to the ‘big 6’
Using Real Time Planning and content production
to jump on trending seasonal conversations to
gain share of voice and increase awareness of
Feel Loved again campaign
The campaign overall hit 257% of target sales,
increasing propensity to switch and build brand
25. HIGH ROLLERS GOLF DAY
Provide MBS high rollers with a once in a lifetime
money can’t buy experience.
Former and current premiership football players
played a round of golf on MBS golf course with
selected MBS HRs.
After event ceremony where MBS HRs were able
to relax with the sports stars
26. TEAM ADRENALIN
We ran the most prestigious extreme sports
demonstration team in the country
Urban Ramps provide both professional sports
demonstrations for festivals, music events, private
hire, TV and permanent structure build for local
Urban Ramps is responsible for building 75+
permanent skate/BMX parks across the nation
30. TALENTED PEOPLE
Vandna has worked alongside Claire helping to raise the profile of brands through high profile sports
stars, along with her other role as a Lawyer.
Having been attending football games for as long as she can remember, Vandna is an avid fan of the
game and a life long Leeds United supporter.
Greig has held senior management positions within global digital businesses across UK, USA and
Canada. In charge of running global teams across digital product and platform development, digital
media planning and programmatic buying, digital creative, mobile app and web development.
Greig has also worked with both the UK government and the Obama Administration on digital product
development and content creation and dissemination strategy.
31. TALENTED PEOPLE
Claire has been a sports agent for the past ten years working alongside some of the leading names in
Claire's personable approach and consistent drive to ensure client satisfaction means she is one of the
leading women in her field.
Ex-England football player, manager and a regular football pundit. Everyone in the game would
agree Peter is a dedicated player who strives to help others. He is regularly involved in events
that promote young players entering the game.
Peter has a long standing history in the sports arena and can never be found too far away from
32. GET IN TOUCH
Managing Partner / CEO
Managing Partner / Business Director
Hinweis der Redaktion
We were was set up in 2015 to fill a gap not currently being served by traditional creative, media, talent agencies
We provide platform agnostic creative strategy to help connect brands, fans and public bodies to develop ‘socially supercharged sponsorship solutions’
We helps brands’ galvanize around a purpose, create long-lasting brand advocacy and develop content that ‘gives back’
Sport has a meaningful and measurable impact on people's lives irrespective of race, age & social background
Our goal is to help build and maintain a sustainable sporting infrastructure
We help brands connect with their consumers in a meaningful way via the power of sport
Creativity that elevates content and allows sports fans to engage with their peers, hero’s and the brands they love
We believe in delivering real results by prioritising effectiveness over innovation
We believe content can enrich people’s lives, positively affect public perception and be a force to develop brand advocacy
Sports fans are easily accessed, engaged with and grown through social media
Sports fans grow when they’re fed ‘authentic’ content, from a variety of sources
Sports fans are typically hugely underwhelmed by social content brands publish
This Oreo tweet – which netted more than 15,880 retweets and 6,200 favorites – was perfect. The marketing team took a bad situation, and made light of it with an amusing image and well-timed message.
They couldn’t have planned for it. It just happened.
If you haven’t seen or heard of this campaign, then you’ve probably been living under a rock.
Welcome back to the world.
Coke’s “Share A Coke” campaign gave everyone the opportunity to personalize their favorite drink.
They took the 150 most popular names in Australia and added them to the side of the bottles. And, well… people went crazy for it.
Everyone was talking about Coke.
Since then, the campaign has spread all around the world.
Why was it so successful? Personalization.
Coke made you feel special. It was just you and your bottle against the world.
And this personal touch is the crux of content marketing.
Coke wasn’t tracking online behavior, (re)targeting customers or looking at vanity metrics.
Instead, they targeted the most important thing to customers — their name. After all, everyone’s favorite subject is themselves. And if you want to get someone to pay attention, using their name is a great place to start.
Research shows that 74 percent of marketers know personalization increases customer engagement. But, only 19 percent of them ever use it.
That’s like knowing you’ve got a clean diaper in your bag but never actually changing the baby.
Coke revolutionized emotional connections by asking people to “share” its product. It’s a viral campaign in a bottle.
Serendipitous Content – Engineering Serendipity
JAGHORI: A five-year-old Afghan boy living in an insurgency-prone area has become an online sensation after pictures of him dressed in an improvised Lionel Messi jersey — made out of a plastic bag — went viral.
Murtaza Ahmadi idolises the Argentine soccer star but a jersey of his favourite player is beyond the means of his poor family in rural Ghazni province southwest of Kabul.
His elder brother Homayoun, 15, made him the plastic shirt with Messi’s named scrawled in marker pen and posted the photos of Murtaza wearing it on Facebook two weeks ago.
“Our neighbour had thrown away grocery bags and Murtaza brought me one to make a Messi jersey,” Homayoun, a high school student and himself a FC Barcelona fan, told AFP.
Jorge Messi, Lionel’s father, told AFP the footballer was aware of the photos that made waves on social media and “wants to do something” for his young fan.
Murtaza, whose father admitted he could not afford to buy him a replica jersey, said he only had a punctured ball to play with in his village in Taliban-infested Ghazni.
“We do not have a football playground near our house and the only ball I have is punctured,” Murtuza told AFP.
“I love Messi, he plays really well, and I love the shirt my brother made for me.” Kicking the deflated football in his snow-covered village, he added: “I want to be like Messi when I grow up.”
Mohammad Arif Ahmadi, his father who works as a farmer, said he hopes that his son turns into a great football player one day.
“I want my son to become the Messi of Afghanistan,” he told AFP. “Murtaza wants to meet Lionel Messi in person one day. He asked me to buy him a jersey but I cannot afford it,” Ahamdi, a father of six, said.
When his photos were first posted, Internet users scrambled to identify the boy and it was initially claimed he was an Iraqi Kurd. But Murtaza’s uncle Azim Ahmadi, who lives in Australia, revealed to the media that his nephew was the unwitting star of the story.
His father only learned about Murtaza’s newfound fame from relatives when he recently visited Kabul for medical treatment.
Sport was rarely played under Taliban rule, and the football stadium in Kabul was a notorious venue for executions, stonings and mutilations. Football and cricket are the two most popular sports in the war-ravaged country.-AFP
FIND SOCIAL DATA – viewing figures of this image across social media
Sports initiatives that rely on charitable donations can fall short of providing a long-term solution for achieving goals
Private investment can help maintain the legacy of public sector initiatives
Powerfully sport can affect an individuals life, it can have a lasting effect on a community, it can unite a nation. By building creative partnerships between brands and the public sector your marketing budget can put your brand at the centre of a campaign that positively impact people's lives and will develop brand advocacy long after your TV advert has finished running.
Whether you want to connect your consumers with their sporting hero or heros, launch a branded skatepark or ashphalt 5-a-side pitch on behlaf of a local community, setup exclusive one-to-one dinners between your key clients and premier sporting greats or sponsor grass-roots sports leagues the 12th Man Group can help.
In an age where modern advertising currency amounts to likes and shares, how do you ensure you have the right story to go viral? The 12th Man Group helps brands seemlessly integrate their presence into consumers hearts and minds via sports initiatives and carefully constructed social media campaigns; distributed, monitored and optimized through our proprietary personality networks.
Our team is adept at working with brands at all stages of the creative process from conception of the big idea, media planning & buying, digital product development through to resourcing and managing live events to social amplification and activation campaigns.
At the top of our skill-set we have strategic consultancy:
Marketing and brand strategy: We help companies align marketing and brand strategy with overarching business objectives; ensure marketing investments are generating highest returns and reinforcing the brand positioning; and build a loyal customer base through branding that cultivates a strong, trusted image via the medium of sport
Alignment: identify opportunities to deliver your brand promise across new product development, sales & marketing efforts and partnerships with the public sector, giving your brand the differentiation and competitive advantage.
Narrative: According to Merriam-Webster storytelling is 1) the accounting of events or incidents 2) the stating of facts pertinent to solving a particular question..
Brand Story-Telling really means the accounting of facts that solve the question. Why do I need the brand? The 12th Man Group helps craft authentic brand narratives with creativity, innovation, utility and entertainment value – via the power of sport and physical activity.