FIFA had not planned to stage a FIFA World Cup in 2020. Neither had it expected the year to bring a devastating global pandemic that would confine billions of people worldwide to their homes.
In a context like no other, the WorldCupAtHome was a digital content campaign like no other. Agile and ambitious, it opened up the FIFA World Cup archive for a new generation, bringing full-match replays to life in unprecedented ways.
The starting point was less a strategic objective than a simple question: “What does the world need from FIFA right now?” As the governing body of the world’s game, FIFA resolved to use the full range of its assets and reach with two clear aims:
To reinforce the crucial “stay at home” global public health message, by connecting with as many football fans as possible;
With live football on pause, to entertain and engage a global fanbase, bringing fun, distraction, nostalgia and strengthening bonds of community at a time of challenge and uncertainty in fans’ lives.
For FIFA, the WorldCupAtHome was also a chance to experiment and fast-track innovation in the areas of fan engagement and digital content distribution.
Success would therefore be determined not only by traditional metrics (total views, watch-time, engagement and live viewers for match premieres) but also by more qualitative measures – fan, industry and stakeholder feedback; and the value of learnings for future application.
The campaign was iterative by design and centered on a fan-voted schedule of weekend match ‘broadcasts’ across YouTube and Weibo. It evolved into a celebration of two iconic World Cup editions – Mexico 70 and Italy 90 – and a lesson in the untapped value of archive to drive attention and engagement among a younger football audience.
LEADERSWEEK.DIRECT/ / 5-8 October 2020
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