REBRANDING A 108 YEAR OLD TEAM
In 2016 Gravity won the RFP from Inter to rebrand their identity, giving the team a fresh, modern face. I teamed with our Head Art Director and our Chief Strategist to produce a calendar of exciting social media innovations and content to excite fans, increase engagement, boost ticket sales and push merchandise.
Displayed below is a great example - our agency created a landing page where fans could personal a digital jersey, and then download custom sized pictures of it for various social media cover pages and wall papers. They could then use a 15% discount to buy the actual Nike Jersey.
GOING LOCAL IN A GLOBAL MARKET
Our direct responsibility was to build a robust calendar of social posts to both excite core Inter fans, and attract new ones. Our game changer was to leverage our deep understanding of international cultures. By knowing what is common between soccer fans from around the globe, and what is different, we were able to create and curate social posts that were more meaningful. We stayed true to the brand mantra that we had coined for Inter - Brothers of the World.
Our Lunar New Year campaign is a great example of blending our new brand look with traditional Chinese art - it doubled mainland Chinese social engagement, and gained Inter thousands of new followers.
1 MILLION HITS IN 1 DAY
After working with Inter for a year on building up their social fan engagement, our efforts were richly rewarded, very aptly, on their birthday. Our video post for their 109th anniversary registered over a million views on Facebook in just 24 hours, along with over 57,000 likes and over 19,000 shares. A great birthday gift to our client, and a big score by any account!
COMING TO AMERICA
In the summer of 2016, Inter visited the USA for a friendly four-city tour. With limited time and resources, we quickly put together digital video content that advertised the tour, but with an American twist ...
In the first series, we asked the players to read out a line or two of American slang - their inexperience in front of the camera and their exotic accents made for a fun social drop. In our second series, we took classic Inter soccer footage, but superimposed commentary from American sports over it - making the point that a European sport was going to be crossing the Atlantic and challenging them for attention.
