Celtic FC Festival – Kit Launch Engagement

The Brief:

Bullet time digital activation

Celtic FC were launching their third kit in front of fans and press at their Celtic FC festival, which took place at the SEC in Glasgow. The club had the time of two first team players after the launch, for approximately 90 mins. They asked us to come up with a solution which would allow the players to engage with as many fans as possible within this time frame, at the same time as giving them a take away of their time with the player. Something which would be a bit more quirky than a standard selfie or autograph. The catch? This also had to assist in promoting the kit launch.

The Solution:

We put our Bullet and Summit machines to work, creating digital content which the fans could share instantly either via their own social media channels, or send to themselves for sharing at a later date via email or text.

The Bullet allowed fans to interact with Captain, Scott Brown. Scott got into the groove of how the machine worked, encouraging fans to create fun GIF’s with him, including re-enacting the infamous ‘Broony’.

Celtic GIF.gif

The Summit allowed fans to get a printed picture with Odsonne Edouard, which had a pre-branded frame in the new kit colours, complete with relevant hashtags of the campaign. These were also sharable digitally, however as an objective during this timeframe was for as many fans to meet the player as possible part of this experience, we tried to encourage more print only outputs, than digital, to allow as many people to meet the player as possible.  

Outwith the player time, the machines were available for fans to use, and had been pre-loaded with Celtic branded AR filters, which allowed facial recognition when a fan stood in front of the machine, changing their face to be painted in their team colours with flutter-fetti falling around them. These filters were also housed on Snapchat for 24 hours pre and post event, allowing a wider engagement piece. 

All machinery used was branded in the new kit colours, complete with relevant campaign names and company branding (Celtic and New Balance), allowing a clear representation of what the engagement piece was related to.

The Club got to keep all of the content and data (as we’re completely GDPR compliant), and the fans got a more exciting take away than a standard selfie! Win, Win!

The Results:

-          801 Fans engaged with the experiences during a 90 minute window

-          16,828 estimated social reach within 24 hours (from Bullet)

-          100,000 AR Filter Views via Snapchat over 48 hours

-          736 Uses of AR Filter via Snapchat

If you would like to get more detailed information on this case study, get in touch on: getsocial@socialjungle.co.uk