As part of their home nations football team sponsorship Vauxhall offered Northern Ireland fans a very special and unique opportunity to play on the hallowed turf at the National Football Stadium at Windsor Park. The event was the first time fans would be able to play on the pitch since the official opening of the new stadium.

Our Solution

Vauxhall required a media partner to highlight the event and put together a team of 15 to take on their Vauxhall Fans Team. We devised a multi-platform campaign to engage grassroots football fans in their natural environments across Mirror Media’s product set.

Campaign elements included:

> A competition submission form housed online.

> The recruitment and announcement of Charlie Lawson as Belfast Live Manager through a social media video posted on Belfast Live Facebook.

> In-paper advertising in Match, which is the grassroots football supplement published in the Daily Mirror.

> Support of the wider awareness campaign with Belfast Live publishing key press releases and ambassador content. 

> On the day of the event, we worked with local comedian Shane Todd and his alter ego Keith Cruise to create a video of the day as a memento for the fans who won the competition. This added an element of legacy to the coverage and increased social media coverage post-event.