23 Mar AC&M Activates for Bayer Leverkusen at 2015 Florida Cup
As a marketing agency committed to the growth of the beautiful game, we often work with international soccer clubs to help them expand their fan base in the United States.
This past January, in partnership with Soccer.com and German football club Bayer Leverkusen, some of our top talent flew to the sunshine state to run promotions for the 2015 Florida Cup soccer tournament.
The Inaugural Florida Cup tournament featured four teams from the top ranks of international football: Fluminense and Corinthians from Brazil’s Série A, along with Bayer Leverkusen and eventual tournament champion FC Köln from the German Bundesliga.
Each team faced off against each of the two teams from the opposing country, with the matches taking place on Jan. 15 at Disney’s ESPN Wide World of Sports near Orlando, and Jan. 17 at EverBank field in Jacksonville.
Our goal was to grow the Bayer Leverkusen brand stateside. We did so with our people on the ground, engaging with fans through 15,000 premium giveaways and Soccer.com info card handouts. Leading up to and during the tournament, we ran promotions via social media, in-stadium, and text-to-win entry points. Promotional prizes included free tickets to tournament games, as well as a signed Bayer Leverkusen jersey. We also rolled out an entire series of creative elements surrounding the giveaways, which allowed us to show off our digital design capabilities, truly encompassing AC&M’s wide array of talents as a full service agency.
According to the Jacksonville Business Journal, the tournament was a huge success both in the U.S. and abroad, as it was broadcasted to 215 million households in 125 countries.
Our expertise was a part of this success and made it a worthwhile experience for Bayer Leverkusen. AC&M developed yet another successful activation model applicable for future activations with professional clubs, both domestic and international, seeking to grow their brand in the U.S.