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.
- العلامة التجارية
- Xbox
- الوكالة
- McCann London
- السوق
- المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2024
التحدي
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.
الفكرة
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.
النتائج
- 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).
مصدر دراسة الحالة: Creativebrief المصدر ↖
الجوائز
- Clio Awards 2025Clio Awards / Innovation / Branded Entertainment & Contentفضية
- Clio Awards 2025Clio Awards / Branded Entertainment & Content / Gamesبرونزية
- Clio Awards 2025Clio Awards / Creative Use of Data / Specific Target Audienceذهبية
- Cannes Lions 2025Creative Effectiveness – C07 COLLABORATIONبرونزية
- Clio Awards 2025Clio Awards / Experience/Activation / GamingGrand Clio
- Cannes Lions 2025Creative Effectiveness – C01 LAUNCHذهبية
- Clio Awards 2025Clio Awards / Direct / Gamingفضية
- Cannes Lions 2024Direct – C05 GAMINGالجائزة الكبرى
- Cannes Lions 2024Titanium – A01 TITANIUMتيتانيوم
- Cannes Lions 2024PR – D03 LAUNCH/RELAUNCHفضية
- Cannes Lions 2024Creative Data – A01 DATA-ENHANCED CREATIVITYفضية
- Cannes Lions 2024Entertainment Lions for Sport – C01 FAN ENGAGEMENT/DISTRIBUTION STRATEGYفضية
- Cannes Lions 2024Brand Experience & Activation – B05 GAMING-LED BRAND EXPERIENCEذهبية
- Cannes Lions 2024Entertainment Lions for Gaming – D01 BRAND PARTNERSHIPS, SPONSORSHIPS & COLLABORATIONSفضية
- Cannes Lions 2024Entertainment Lions for Gaming – B06 LAUNCH/RELAUNCHالجائزة الكبرى
- Cannes Lions 2024 Titanium (Titanium)
فريق العمل
- الوكالة الإبداعية
- McCann London
- الإنتاج
- Craft
- الإنتاج
- Clockwork
- الإنتاج
- LOWKEY FILMS
- الإنتاج
- Exell
- الموسيقى والصوت
- Wave Studios
- الرئيس التنفيذي للإبداع، McCann London
- Javier Campopiano
- الرئيس التنفيذي للإبداع، McCann London
- Rob Doubal
- الرئيس التنفيذي للإبداع، McCann London
- Laurence Thomson
- المدير الإبداعي التنفيذي، McCann London
- Regan Warner
- المدير الإبداعي، McCann London
- Jacob Björdal
- المدير الإبداعي، McCann London
- Jim Nilsson
- المدير الإبداعي، McCann London
- Jamie Mietz
- المدير الإبداعي، McCann London
- Sanjiv Mistry
- مبدع، McCann London
- Elliot Lee
- مبدع، McCann London
- Rory Peyton-Jones
- Design Director, McCann London
- Max Henderson
- المصمم، McCann London
- Lexie Hoskins
- المصمم، McCann London
- Lisa Carrana
- Planning Director, McCann London
- JJ Bender
- Planner, McCann London
- Alex Passingham
- المخرج
- Josh Exell
- المخرج
- Luke Exell
