We were tasked with creating an impactful programme with clear CSR benefits and excellent media opportunities. The programme also needed to reinforce PlayStation’s prominence in football, position PlayStation as promoting a healthy lifestyle and elevate it as the brand of choice among secondary school children.
To promote the competition throughout the season, we stage roadshows that visit schools up and down the country. The events are themed around a Premier League player visiting a school that is hosting a PlayStation Schools’ Cup football fixture. Media partnerships are also leveraged with Sky Sports Game Changers and iconic kids’ football magazine Match! While traditional mainstream media remained important, an increased focus is placed on inviting YouTubers.
We use organic and paid content on Facebook, Twitter and Instagram, hosting content within each channel rather than directing it to YouTube. We also introduced Snapchat into the mix and employed the celebrity advocates to amplify our content and share their own.
The cup competitions culminate in a three-day Football Festival, with last season’s Finals hosted at the home of Derby County Football Club – Pride Park Stadium. Now in its fifth season, the award-winning PlayStation Schools’ Cup has all the ingredients to make a real difference at a grassroots level and to play an important role in nurturing the stars of the future.
HPS JARDINE INTRODUCED THE PLAYSTATION SCHOOLS’ CUP WHICH HAS ATTRACTED OVER 2,000 SCHOOLS, 200,000 PARTICIPANTS AND A HUGE AMOUNT OF POSITIVE ATTENTION.
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