How We Sold The World Cup To World Cup Avoiders, And Won!
1. How We Sold The World Cup, To World Cup avoiders…
And Won!
2. Working with the UK’s BBC Radio 1, our 5 week campaign to
create an alternative World Cup anthem has just concluded.
The Target?
Football fans and non-football fans alike, male and
Female, and specifically for people under 30 years old.
3. The
5
key
points
to
the
campaign’s
success…
The 6 Key
Points to
success
4. 1. Get the right (and relevant) Partners.
BBC Radio 1 was the perfect partner
main broadcast partner
Radio 1 playlist band 5 Seconds of Summer
provided the main vocals
No Sheet Music provided
the publishing, and then with writers
Ben Townsend, Dave Cribb
and Roy Stride, the package
was perfect.
5. 2. Give The Audience Ownership From The Outset
Every aspect pertaining to the creation of the song was driven
on-air through Scott Mills and his daily BBC Radio 1 show.
Spending 10 minutes on-air each day discussing the subject,
allowed listeners to input and hear all of the pre-production
process that goes into putting together a song.
Who should perform it?
Should Scott do a rap within the song?
Who’s going to write it?
6. 3. Let The Audience Be Part
Of everything.
The Recording Session
Writing The Lyrics
Which Other Special Guests Should Appear On The Track?
7. 4. Get The Right People to Support You
We booked the right celebrities to appear on-air with Scott to discuss the creation of the song,
and offer expert advice.
BBC Match Of The Day’s
Mark Chapman
Rapper
Lethal Bizzle
Comedy Rappers
Abandoman
Legend!
John Barnes
BBC TV Commentator
Guy Mowbray
8. 5. Create A Video & Get Famous People To Appear In It
9. 6. DO The Right Deal
We wanted to give the track away for free to
anyone who wanted to own it. We secured,
through 5 Seconds of Summer’s record label,
unlimited free downloads for 7 days.
10. Did It Work?
Yeah, we think so. The track as been played all over BBC Radio 1, and even by other radio stations across the UK
and the world. The video has had around 1million You Tube plays, and we’re still counting the free downloads.
11. Did It Work?
But most importantly we engaged millions of under 30’s, football fans and non-football fans alike, in something they
really felt ownership of.
12. And we created some headlines. All driven by some amazing and exclusive content through BBC Radio 1’s Scott Mills
Show..
Did It Work?
