We have talked in past articles about how clubs put fans pictures on everything from shirts to buses. Well, now you can get your little head on right on to the football pitch – during a huge game!
Juventus FC are offering fans the opportunity to have their faces shown on the pitch side advertising for the game against AC Milan this February.
Imagine your face on the side advertising as your favourite striker runs with the ball in your beloved stadium — in front of tens of thousands of supporters in person – and millions of viewers worldwide.
Yes, this campaign is pretty cool.
Let’s take a look at the details.
So, the prize is to have your photo on the side advertising.
To start the process you need to download the Juve app (smart marketing hack #1 – as is an opportunity to get more visibility for their app)
Once the app has been downloaded, you need to submit your photo and then get your friends to vote on that photo (smart marketing hack #2 – as drives further recognition of the campaign and the club).
This campaign is a clever use of what is available to the Juventus marketing team. With a certain portion of pitch-side advertising, they can be creative as they like. You will often see clubs advertising their own app or tickets to future games, but this fan engagement campaign is very clever and I hope it succeeds.
Keep an eye out on February 7th to see this campaign in action.
I am a Serie A fan, but definitely not a Juve fan. It’s nothing to do with the club per se, but more as a result of their dominance in the Italian league. I like to see different clubs competing for the Scudetto, and always having one team winning can become tiresome.
Nevertheless, I have been very impressed with their marketing, and today I want to highlight one aspect – which is how they provide unique opportunities for their fans.
In this tweet we see Brazilian Teodoro with exclusive access to the pitch and to a player. You can see from his face that this is an incredible moment.
Providing this unique opportunity shows that they care about their fans and is consistent with their dedication to providing experiences for what they call JMembers.
The MVP award that Buffon is receiving in the image above was also voted by the fans, as is done after every game, so not only does an individual fan have his dreams come true, but each of the Juve fans from around the world are part of that moment. Like New York City FC have recently done with their City Voice site, Juventus give the fans a chance to contribute to the club.
Take a look at the full experience here:
What can other clubs take away from this?
Look for opportunities with your club where you can turn the spotlight to your fans – often at no cost. Give your supporters the chance to be close to the club and it’s players and then promote these events when they take place.