The Brief.
The brief was to promote the new Jeep Wrangler to American Football and rugby fans – a core target audience – while the NFL International Series was in London.
Our challenge was that Jeep no longer sponsored the NFL London games and we were forbidden from using the term ‘NFL’ in any of our activity.
Our insight confirmed that fans love to see sporting stars taking part in unique challenges, particularly challenges outside of own sport or comfort zone.
The Response.
Our creative solution was to take advantage of England’s progress in the later stages of the 2019 Rugby World Cup and coincide with the NFL games in London.
We brought together Great British Lions AF players with England’s biggest rugby stars not in Japan, Danny Cipriani and Dylan Hartley. The World’s Toughest Touchdown was staged from the roof of a derelict Docklands building. Interviews with leading sports & rugby media drove coverage alongside owned channel content & a bespoke webpage
The Results.
- 61 pieces of coverage
- 659k estimated coverage views
- Sky Sports News & Talk Sport broadcast coverage
- 277k video views
- 373k social reach
- 3.62k social engagements
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