Magic of Football

Lexis devised a consumer campaign for Barclays Ticket Office, an initiative for the bank to connect with fans by offering free tickets to Barclays Premier League matches

To drive consumer engagement and continue brand awareness, Lexis created the ‘Magic of Football’ viral video campaign starring UK street magician Dynamo, exclusively hosted at Youtube.com/BarclaysFootballTV and Barclays Football Facebook page

The four part series features Dynamo performing football themed magic to fans on the street, Barclays customers in branch, and includes exclusive appearances from BPL players including Wayne Rooney, Michael Owen, Rio Ferdinand, Nemanja Vidic, Gary Neville, Nani, Jermain Defoe and Bobby Zamora. The heart of the campaign is Dynamo turning Barclays ATM slips into football tickets at the blink of an eye, reinforcing the BTO message.

Evaluation

Reach:  The ‘Magic of Football’ films have received over 1,700,000 YouTube views so far. UK media coverage has been extensive and includes Sky Super Sunday, The Sun, Soccer AM, Metro, Talksport, Evening Standard, BBC Sport, Daily Mail Online and ESPN ‘Talk of the Terrace’ in the UK alone. Over 1,500 fans were engaged at three city centre appearances in Manchester, Newcastle and Birmingham. Over 2,500 colleagues engaged at Barclays offices in Birmingham, Coventry, Northampton and London. Exclusive videos posted on Barclays intranet with a global reach to over 140,000 colleagues

Reaction: Clicks through to the BTO website averaged 3,000 per day every time a video was released, as a direct result of the campaign. 

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