EE

The Wembley Cup

Teams involved

  • Brand Experience
  • Brand Communication

Reimagining football for the YouTube generation.

We partnered EE with YouTube influencers, leaders of the FIFA gaming community, and built a branded programme - "The Wembley Cup”.

The innovative format was carefully formulated to maximise drama and entertainment value in this script-less, ego-intensive environment and the results push the volume and quality of engagement to new heights, clearly resonating with the tricky-to-reach market.

Four seasons in, The EE Wembley Cup is a content series following teams of YouTubers as they build their squads, compete in challenges, win footballing legends and meet for a live final at Wembley Stadium.

Results

150m+

views over the last 4 seasons

1.5m

average views for the live streaming final

20%

uplift in brand consideration & first choice purchase intent

75%

of all activity is organic

70,000+

tickets sold over the last 3 finals

Interested in working together?