Three UK takes lifelong Chelsea FC supporters ‘Back To The Bridge’ through immersive experience which activate the sports sponsorship during Covid lockdown
This weekend saw Three UK, Chelsea FC’s official partner and shirt sponsor, launch its football sponsorship content ‘Back to the Bridge’ which sees Dave and Cathie, two lifelong Chelsea FC season ticket holders, feel all the thrills of a match day in an immersive recreation of Stamford Bridge bought to life through the power of connectivity .
Goose bumps?! You’d better believe it especially as the moment coincided with the couple’s 50th wedding anniversary and the less celebratory occasion of lockdown number 2 starting in England.
With turnstiles closed, pie sellers shut up shop, and terraces swapped for TV, football fans across the England have found themselves in a National lockdown once again and getting back to that familiar roar from supporters filling the stands now feels further away than ever before.
Dave and Cathie have been Chelsea season ticket holders for as long as they’ve been married and were looking forward to sharing their golden anniversary with 40,000 fellow Chelsea fans at a game. A plan that was soon quashed due to the current pandemic. Consequently, Three decided to surprise the couple by inviting them to a meeting to discuss an upcoming fan project and what happened next was something the couple would never forget.
With a normal Saturday game about to kick-off, Dave and Cathie were quietly watching via their phones until the blank walls around them in the room they were sat in started to transform. First developing into their own living room and then transforming the whole area into a full and buzzing simulation of Stamford Bridge on matchday, using cutting-edge technology and the power of connectivity.
As the noise of the fans began to crescendo around them, they had prime seats to watch the players emerging from the tunnel, and taking their positions for the game – Dave and Cathie, for the first time since March, were finally immersed back into the electric atmosphere of every Blues’ second home.
PrettyGreen worked alongside creative production agency Boys + Girls and Zenith Media to promote the ATL content through earned media and further layered the PR storytelling by capturing the reactions of Chelsea’s first team players Kurt Zouma, Fikayo Tomori, and Emerson Palmieri, as they watched Dave and Cathie’s experience. As you might expect it’s clear the players miss their supporters as much as the fans miss the match day experience, but we were all a little surprised when Zouma admitted he even he missed being booed by the opposition fans: “Even when you go away you hear the fans that boo you and want you to lose and everything, (but) that gives you a lot of motivation.”
Watch Three UK’s Back the Bridge content here: https://www.youtube.com/watch?v=rVnopK1Hdh4&feature=youtu.be