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Schools’ Cup

hps Jardine introduced the PlayStation Schools’ Cup which has attracted over 2,000 schools, 150,000 participants and a huge amount of positive attention.

  • 2,000,000

    post reach on Facebook

  • 3,750%

    increase in Twitter engagements

  • 30

    celebrity advocates including Juan Mata and James Milner

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 devised roadshows that visited schools up and down the country. The events were themed around a Premier League player visiting a school that is hosting a PlayStation Schools’ Cup football fixture. Media partnerships were also leveraged with Sky Sports Game Changers and iconic kids’ football magazine Match! While traditional mainstream media remained important, an increased focus was placed on inviting YouTubers.

We used 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 culminated in a three-day football festival hosted at the home of Derby County Football Club – Pride Park Stadium. Now in its fourth season, 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.

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