IEC/TEG – REAL MADRID WORLD OF FOOTBALL EXHIBITION

Background

IEC & TEG partnered to host the Real Madrid/World of Football interactive exhibition showcasing the FIFA ‘Club of the Century’ in Melbourne as the opening event of a 15 city tour.  Exhibition included digital interactive experiences, Real Madrid trophies and other football activities.

Challenge

Our challenge was to create exhibition awareness among the key target groups, official Football Federation Victoria Clubs and multicultural football fan and player communities.

We needed to create an engagement and awareness campaign to drive football and multicultural fans to the exhibition. Initiatives were to include theme night concept development, dedicated community fan bays, a 30-person influencer program, social media and multicultural media campaigns, and a content marketing campaign using Red Elephant’s CulturalPulse platform.

Key outputs/outcomes

Three million people were reached, including 2.5 million media reach, 434 clubs engaged, 17 videos, 30 influencers engaged.