Soccer Club Lets Fans Borrow Its Players, Coach & Stadium
A team in the Netherlands lends out valuable items and athletes to keen football enthusiasts.
Havas and MediaMonks in Amsterdam partnered with with PSV in Netherlands to offer fans a once in a lifetime chance to ‘borrow’ items from the club. Items range from the stadium, to the coach and players, the UEFA Cup, and even the mascot. The ‘Freo Loan League’ invites fans to pick out an item they want to borrow in a virtual PSV stadium, and then explain why they want to claim it. A panel of judges consisting of players and Havas employees will select the best requests and award the fan with the item.
Coert Buiting, art director at Havas Worldwide Amsterdam, explained that, “Usually, football sponsors focus on name awareness and sales. ‘The Freo Loan League’ is a money-can’t-buy, once in a lifetime opportunity that gives something back to the fans, for free.”
Bart Weerkamp from Freo, added that, “With ‘The Freo Loan League’ we are giving fans access to parts and people within PSV Eindhoven that are normally out of their reach. The campaign mirrors the Freo philosophy: making dreams possible, making the impossible possible.”
The campaign kicked off on Saturday and will run until the end of the season in May 2013.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
DoSomething.org CEO Aria Finger shares what it takes to have a successful brand partnership