1.
Rebel Sport ‘Show your Colours’ Brazil
2014 World Cup Campaign

2.
The
Brief
Our brief was to drive social engagement around the rebel
brand as the home of football for the Brazil 2014 World Cup
and help promote their range of merchandise.

3.
Our strategy focussed on helping the brands audience join
the fun and excitement of the world cup and positioning the
brand as part of the conversation.
Our
Strategy

4.
1 2 3 4
Positioning the
brand as the home
of football & part of
the conversation .
Driving product
awareness and
reach of our
campaign through a
series coordinated
activities.
Igniting our fans
passion to get
them to take part
in the experience
themselves.
Providing the
opportunity for our
fans to express
their feelings.
Our Approach
TELLING OUR
STORY
DRIVING
AWARENESS
ENGAGE &
EXCITE
PROMOTING
ADVOCACY

5.
1. TELLING OUR STORY

6.
We did this by providing a 24/7 stream of relevant and
timely content with the latest news from Brazil, the Socceroos
team camp and trade promotions on the brands social
channels as the events unfolded supported by the rebel
Soccer bug microsite.

7.
2. DRIVING AWARENESS

8.
To promote awareness of the rebel merchandise range we ran a 25
words or less Facebook Daily Prize Draw via our Map Kats platform
where our fans could go into the draw to win piece of authentic official
merchandise every day for the first two weeks of the
World Cup.

9.
The campaign was supported by a Facebook advertising campaign
targeted mainly at a 13-39 male audience to drive reach and
engagement of the campaign as well as regular weekly eDM’s to the
rebel database and In-store POS signage.

10.
3. ENGAGE & EXCITE

11.
To play on our audience’s passion to support their team and promote
merchandise sales we asked them to post a selfie on Instagram and
‘Show their Teams Colours’ for their chance to go into a weekly draw to
win a $1,000 gift card every week of the world cup.

12.
All the photos were published via our Map Kats platform to Facebook
gallery where our community could vote on their favourites and the four
photos with the most likes each week were chosen as our finalists and a
winner selected.

13.
As our campaign reached fever pitch we launched a World
Cup Final ‘Show your Colours Instagram contest’ to win a
$2,500 Gift card where our audience had to post a selfie
within 10 minutes of a goal being scored.

14.
4. PROMOTING ADVOCACY

15.
The winners of our Daily Prize Draw and Show your Colours contest
became brand advocates and took to social media to show their delight
to their own social networks with a deluge of User generated content
and product conversation driving further reach of our campaign and
awareness of Rebel merchandise.

16.
Sharing their love for the Rebel brand!
Toni Faint -Contest winner Facebook
“I wanted to say now that the comp is
over…Thank you. I have shared the
comp and enjoyed voting. All the
winners you chose were awesome. I
even made friends with 2 other
winners. I am stoked. I have been able
get my Mum a voucher as well. So
from me…A HUGE THANKS!!!!!”
Sophie Matthews Thankyou Rebel! Very
excited cause now I can finally get a new
Socceroos jersey! There were really good
entries this week so I was worried!
Terry Diomis-Facebook
“I just want to congratulate Rebel Football
Season & Rebel Sport on their Awesome
competitions run over the WC2014. As a
football fanatic & sports Footwear & Apparel
buyer your continued updates & competitions
on both sites were fantastic & were great to
follow. I enjoyed participating in all of them &
am looking forward to your next big thing. I
encourage everyone to experience the Rebel
Sport difference when purchasing their
sporting products. For all your sporting needs
all under one roof, Rebel Sport is the place to
GO!
'Rebel the best Footwear, Apparel, Equipment
& Accessories store on the planet!' thnx”
Louise Mary-Contest winner
Instagram
“I'm so excited @rebelsport chose
my soccer pic as the winner of the
second $1,000 gift card! Thank you
so much Rebel, big family shopping
spree coming up! Huge thanks to
my dear friends who voted for my
pic on FB
Toni Faint Well done Cat. You never
gave up. I am happy for you.
Awesome comp Rebel Football
Broas_03 Contest entrant
Instagram
“I always go to rebel sport that
place is awesome. I got all
geared up to go to the last game
for soccer roos but we lost
DAMM Next Time !
Louise Mary-Contest winner Instagram
Thank you so much @rebelsport - I'm so
excited! Thanks to all my friends for liking
and voting 
Toni Faint Omg thanks so much Rebel Football
Season and rebel sports. I am so flippin
happy!!!!! Thanks to my beautiful friends and
family ......... Oh my

17.
THE RESULTS

18.
Over both our contests we had over 1,300 entries and added
over 18.5K Fans and followers to the Rebel social
community.

19.
Our campaign saw a social engagement uplift of 519% across all
the rebel social channels reaching over 3 million people and in
the process delivering the Rebel brand record levels of
merchandise sales across it’s 200+ retail stores.