The Everyday Tactician.
Xbox got non-league Bromley FC to hire a tactician through Football Manager 24, and the gamer who landed the job helped the club to its first promotion into the EFL.
- Brand
- Xbox
- Agency
- McCann London
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
Football Manager has long been a PC game, but console had become its fastest-growing platform. Xbox wanted FM fans to see Game Pass as the best place to play, and it needed to earn credibility with them rather than just advertise.
The idea
Xbox and Bromley FC advertised a real backroom vacancy that could only be applied for through FM24 on Xbox. Wembley tour guide Nathan Owolabi won the five-month role and worked alongside manager Andy Woodman's staff. His season was filmed as a three-part documentary for TNT Sports, and the story moved from the sports pages to the front pages.
Results
- According to the case study, FM24 became the most played Football Manager game ever.
- The case study says Bromley had the most successful season in its 132-year history, winning promotion to the EFL for the first time.
- Xbox's Mohan Gehlot reported a 'great uplift' in Game Pass users for FM, the case study says (no figure given).
Case study source: Creativebrief Source ↗
Awards
- Clio Awards 2025Clio Awards / Innovation / Branded Entertainment & ContentSilver
- Clio Awards 2025Clio Awards / Branded Entertainment & Content / GamesBronze
- Clio Awards 2025Clio Awards / Creative Use of Data / Specific Target AudienceGold
- Cannes Lions 2025Creative Effectiveness – C07 COLLABORATIONBronze
- Clio Awards 2025Clio Awards / Experience/Activation / GamingGrand Clio
- Cannes Lions 2025Creative Effectiveness – C01 LAUNCHGold
- Clio Awards 2025Clio Awards / Direct / GamingSilver
- Cannes Lions 2024Direct – C05 GAMINGGrand Prix
- Cannes Lions 2024Titanium – A01 TITANIUMTitanium
- Cannes Lions 2024PR – D03 LAUNCH/RELAUNCHSilver
- Cannes Lions 2024Creative Data – A01 DATA-ENHANCED CREATIVITYSilver
- Cannes Lions 2024Entertainment Lions for Sport – C01 FAN ENGAGEMENT/DISTRIBUTION STRATEGYSilver
- Cannes Lions 2024Brand Experience & Activation – B05 GAMING-LED BRAND EXPERIENCEGold
- Cannes Lions 2024Entertainment Lions for Gaming – D01 BRAND PARTNERSHIPS, SPONSORSHIPS & COLLABORATIONSSilver
- Cannes Lions 2024Entertainment Lions for Gaming – B06 LAUNCH/RELAUNCHGrand Prix
- Cannes Lions 2024 Titanium (Titanium)
Credits
- Creative agency
- McCann London
- Production
- Craft
- Production
- Clockwork
- Production
- LOWKEY FILMS
- Production
- Exell
- Music and sound
- Wave Studios
- Chief Creative Officer, McCann London
- Javier Campopiano
- Chief Creative Officer, McCann London
- Rob Doubal
- Chief Creative Officer, McCann London
- Laurence Thomson
- Executive Creative Director, McCann London
- Regan Warner
- Creative Director, McCann London
- Jacob Björdal
- Creative Director, McCann London
- Jim Nilsson
- Creative Director, McCann London
- Jamie Mietz
- Creative Director, McCann London
- Sanjiv Mistry
- Creative, McCann London
- Elliot Lee
- Creative, McCann London
- Rory Peyton-Jones
- Design Director, McCann London
- Max Henderson
- Designer, McCann London
- Lexie Hoskins
- Designer, McCann London
- Lisa Carrana
- Planning Director, McCann London
- JJ Bender
- Planner, McCann London
- Alex Passingham
- Director
- Josh Exell
- Director
- Luke Exell
