![]() ![]() But there’s often an exception that tests such a rule, and if another brand can psych up gamers in the same way, it is surely one that is itself an enormous media platform. ![]() That campaign resonated both with the creative world and gamers, because it is exactly the kind of thing Burger King has done so well for years: creative thinking that is immediately recognised as such by ordinary people, and wins eyeballs by subverting the norms and infrastructure of advertising.Īs I wrote at the start of last year, Burger King’s ideas are often ones that won’t really work twice. That would mean TikTok following in the footsteps of Burger King, which won huge global attention and plaudits, including three Cannes Lions Grands Prix, after gaining a presence in Fifa by sponsoring League Two club Stevenage FC, then encouraging gamers to play as the Hertfordshire side. It’s too late for the club to appear in the next edition, Fifa 22, but if the promised injection of cash from the new owners helps Wrexham go up this season, it will be a playable team in Fifa 23, during the second season of TikTok’s two-year sponsorship. The recently announced documentary series Welcome to Wrexham, produced by FX Entertainment, offers great opportunities for content on the social video platform, with TikTok promising the partnership would be “one of the most innovative in entertainment and football”.īut if Wrexham manages to end its 13-year wait for promotion to the Football League, there’s another prize in the offing: an appearance in EA Sports’ massive Fifa games franchise. There will be no end of positive earned media for the brand Reynolds and McElhenney’s takeover was almost universally approved by the Supporters Trust, the previous owner of Wrexham. The appeal to TikTok of associating with such an entertaining and offbeat sports story is clear. The world’s third-oldest professional club, Wrexham spent 87 successive seasons in the Football League, but since being relegated in 2008 has remained in the National League, the fifth tier of English football.īack in February, the club was bought by Ryan Reynolds – star of Deadpool and long-time friend of the brand world – and fellow actor Rob McElhenney.Īnd yesterday, the club secured a glamorous shirt sponsorship from TikTok, perhaps the most zeitgeisty global brand of recent years. It has been a fairytale few months for north Wales football team Wrexham AFC.
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