Football Factory World Cup
An innovative football World Cup-themed tournament to promote the opening of a new store
Football Factory is one of the leading stores worldwide of Spanish football. In June 2018, they opened a new physical store in the city centre of Madrid and contacted us to see how they could promote this new opening and boost the sale of national team t-shirts, with the 2018 FIFA World Cup in Russia just around the corner.
After analysing the country distribution of the foreign population living in Madrid within a 1km range around the location of the new store, an Amateur 7-a-side Football Tournament was designed to allow these customers to "feel like national football players" for a weekend. Sportmadness was in charge of the integral management of the project, with a strong focus on replicating the professional football experience at an amateur level. In this way, the event equipped with customised kits, prizes for the best players and a careful aesthetic that transferred the Futbol Factory brand to this event.
A brand close to its customers and present throughout their experience. Before the event, several digital campaigns were managed on social media to generate traffic, exposure and anticipation with a total impact of more than 200,000 users, also increasing in-store traffic through the delivery of the official tournament kits. During the event, Futbol Factory brand was present through different channels and key moments (photocall and promotional tarpaulins, screen-printed kits, official communications, prizes...) achieving a 360º experience. After the tournament, the official press report was published, appearing in various media and an official aftermovie was created, which was also widely distributed.