ABOUT THIS ENTRY
We created a hero film, so current & new fans were able to learn about our athletes by hearing from the people our players represent on the pitch. To extend the reach and inspire local communities’, murals were created for each athlete in their community with QR codes. Giving us the opportunity to further our reach and engage new fans/next generation.
How does this represent “Excellence in Engagement”?
This approach allowed us to tell our athletes stories from a first-person perspective along with unique insights and input from their families. Utilizing their own social media platforms, we were able to talk to their fans directly where they frequent most.
To take it a step further, engage their local communities, and create new fans, we painted murals celebrating our athletes in high-traffic areas. Murals housed a QR code fans could scan that drove them to the live videos on their social channels—not only driving new followers but also creating clear brand attribution and athlete positioning. All of this allowed us to tell our unique athletes' stories to existing fans and new ones.
Our mission for World Cup 2022, and leading to WC26, is to make Weston McKennie, Gio Reyna, and Jesus Ferreira the most recognized athletes in the USMNT.
Strategy & Execution
Gen Z is all about authentic stories and access to the athletes that inspire them. We decided to bring the US audience and consumers closer to our athletes, during the World Cup. Leveraging their social media, we humanized their stories through those closest to them, inspiring communities around the country.
- Burn Studio
Executive Creative Director
Senior Copy Writer