As specialists in Sports Video Production working for the likes of Team GB, British Triathlon, Adidas and Liverpool FC we’re often approached by marketing and PR agencies to produce video content.
On this occasion award-winning marketing agency Iris Worldwide approached Fresh Cut with a simple brief: they wanted encourage supporters of Chelsea Football Club to visit and upload user-generated content to a custom-built micro fansite.
User-generated content can be a fantastic way to build strong links between a brand and its customers, and is often far more effective than branded content in driving page views and media reactions.
We set to work on a creative concept that would make the most of a modest production budget.
The challenge for our team was to capitalise on a forty-five minute window of time in the build up to Chelsea’s next home fixture, during which supporters would be walking towards the Stamford Bridge stadium.
The budget and the timeframe were tight but we maximised the shots we were able to capture by using two camera operators, and teamed up with a popular comedian-cum-presenter to try and get the very best responses from what we knew would be a tough crowd – something he’s only too familiar with!
We smashed it into the top corner! Our camera operators captured all the cutaways and fan vox-pops needed, and the result was a two-and-a-half minute sample of the pre-match Chelsea atmosphere.
The club’s web-based fans responded brilliantly; visitors to the microsite increased by over 220% following the launch of the video, and uploads of user-generated content increased by over 350%
The video tapped into a growing trend amongst football fans who are making themselves the pundits and commentators of the modern game by uploading their views and reactions in videos on YouTube and Vimeo. Our teaser showed the Chelsea fans that they could be the next stars of the web, and the rose to the challenge.
Sidenote: as avid Liverpool fans here at Fresh Cut, we can also report that Liverpool beat Chelsea on the day of the shoot, 2-1!