PFA Fan Player of the Month Award
FTBpro, now known as 90min, offers brands, publishers and fans the opportunity to create unique and engaging content that is shared around the world via web, social media and mobile.
One of the world’s largest football media platforms, FTBpro has a network of over 200 global communities, achieving 200 million page views and over 500 million Facebook and Twitter impressions monthly.
Our brief was to use FTBpro’s sponsorship of the PFA Fans’ Player of the Month awards to significantly increase awareness of the FTBpro brand, to drive traffic to the FTBpro website and to strengthen FTBpro’s brand position as representing the ‘fan’s view’ in the world of football.
Originality and Creativity
Clearly this needed to be an integrated campaign activated across all channels. Working closely with the clubs to encourage them to get behind the vote was particularly important to us and we therefore placed an importance on creating content that was easily shareable across a variety of social channels.
We also engaged with journalists and media outlets on social in this way, as well as going direct to our contacts with relevant news about the award.
Strategy and implementation
We secured coverage to promote the award using three key spikes of activity. The first announcing the shortlist of players, the second announcing the winner, and the third the presentation of the award.
We encouraged all premier league clubs to promote the award when players from their club were nominated as well as on the official club social media channels, and secured widespread press coverage both regionally and nationally at the shortlist and winner stage.
Results and evaluation
The campaign resulted in widespread coverage for the award which in previous years has had limited press coverage. Titles such as the Evening Standard, Metro, Mail Online, Mirror Football, ITV Sport and on Sky Sports News regularly covered the news of the award, crediting and providing links back to FTBpro in each piece.
All the premier league clubs got behind the award, sharing the FTBpro voting page across their official club websites and social media channels. The activity specifically @ mentioning FTBpro reached nearly 2 million social media accounts with a total of 141k Facebook likes for award related content.
The number of votes cast each month increased more than tenfold, with hundreds of thousands of fans casting their vote on the FTBpro awards page over the course of the season.