TABLE OF CONTENTS

2 Overview

3 TargetAudienceProfiles

4 Objectives;Strategies;Messaging

5-6 Tactics

7 Measurement

9-19 Executions

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Liverpool is a well-established soccer league that has very high brand recognition in the internationalsportsmarket.Thebrandcarriesalegacysostrongthattheirfanbase,theKopites,areregardedasoneofthemostloyalfansintheworld.TheLiverpoolFCbrandisregardedasoneofthemostbelovedsportsbrandsintheworldandtheirfansofferunlimitedsupport.Inordertospreadthislegacy,LiverpoolwillcreateitsownbrandlaunchinAmerica.ThiscampaignwillhaveaspanofoneyearandstartinJanuary.

Themainconceptforthiscampaignliesinthestatement“MyBloodRunsRed.”Thissimpleconceptstemsfromtheresearchofthepsychologyofafan.Beingafanofsomethingdatesbacktoprimitivetimeswhenpeoplewouldcheeronthebravewarriorswhorepresentedtheirtribesinbattles.ToincorporatethissameideatofansintheU.S.,LiverpoolmustpositionthemselvesastheteamfilledwithpassionsoU.S.audiencescanbecomefansandcheerthemon.Thewords“MyBloodRunsRed”isapowerfulstatementwhichembodiestheemotionsandattitudesthatmakeupaLiverpoolfan.Itisalsohasstrongassociationswiththeideaoflife,strength,power,andunity-alltheelementsthatmakeuptheLiverpoolbrand.Theconceptintendstobringoutapositiveyetintensemessageofpassionfortheaudience.BloodisasimilaritywhichweallsharebiologicallythereforethisconceptemphasizesthatLiverpoolisateamthateveryonecansupport.Thecampaign’sultimategoalistocreatecommunitydrivenbypassionfortheteam.TheLiverpoolUSbrandmustbecomealovemarkforitsaudience,whichwilltranslateintoloyaltybeyondreason.

The launchoftheLiverpoolUSteamwillbe inMiami.Althoughthe launchwillbe inMiami,thiswillbeanationwidecampaignwithamainfocusonthelaunchcityandalsoPortland,Cleveland,Houston, andSanDiego. The rational behind the cities for the campaign launch comes from theanalysisofU.S.citieswiththeworstsportsteams.Miamiwasranked#1astheworstcityforsportsandthefourcitiesfollowed.ThesecitiesarealsoinregionsoftheU.S.whichhaveveryhighhispanicpopulationswhoalready lovewatching thesport, therefore theywillbeable tocreateasphereof influence.LaunchingtheteaminthesesixcitiesandmakingMiamitheLiverpoolUSheadquarterswillbeasmartchoicebecausethesportsfansinthesecitiesneedanewteamtoattachtheirdedicationandattentiontowards.Bytappingintothisblueoceanmarketforthelocations,theLiverpoolUSteamwillhavemoresuccesswiththeirlaunchandinductionintoAmericansports.

Thetargetaudienceforthiscampaignwillbemalesages18-34whoaresportsenthusiasts.They will be segmented into three subgroups: College mates(18-22 years), Young professionals (23-28),andEstablishedprofessionals(29-34).

OVERVIEW

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TARGET AUDIENCE PROFILES

(Social Media Savvy Brand Enthusiasts) 18-22:Maleswhoarestillincollege.Financiallydependentontheirparentssotheywillhavealittleextradisposableincomeforthingsliketicketstosportingevents.TheyhaveastrongsocialmediapresencesowillbeabletobecomeabrandadvocateforLiverpoolthroughthosesites.Theymayormaynotbedatingaromanticpartner.

(Passionate Entry Level Professionals)23-28: College educatedmales who are in the very beginning of their chosen career path. Financially independent from their parents and due to their entry levelpositions,most likelydonothavea lotofdisposable income.Althoughtheydonothavealotoffinancialincome,theyarestillpassionateaboutsportsandtheirextramoneygoestosportingeventsandalcohol.Itislikelytheyhaveaseriousromanticpartner.Duetothissituation,theyhaveless commitments than theother two segments, this isbecause theyno longerhaveclasstoworryaboutlikethefirstsegment,orafamilylikethelast.

(Fervent Professionals and Family Men) 29-34:Collegeeducatedmaleswhoaremoresecureintheircareers.Theywillhavemoredisposableincomebasedontheirjob.Theycontinuetobepassionateaboutsportssoaportionoftheirextraincomegoestosportingevents.Itislikelytheyhaveawifeorlifepartner.Thiscanleadtobringingtheirspouse/partnertotheeventsthuscreatinganewfan.Thiscanleadtoafamilyloveoftheteamifthecouplechoosestohavechildreninthefuture,iftheydon’talreadyhaveonealready.

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OBJECTIVES

STRATEGY

MESSAGING

• LaunchLiverpoolbrandinU.S.(FocusonMiami,Portland,Cleveland,Houston,andSanDiego)

• Increaseviewershipofgames(atArenaandonTV)

• Createafanbasefortheteam

• IncorporateLiverpoolexperienceintoAmericanmarket

• CreateanopportunitytoexperiencethebrandbyconnectingitbacktoitsBritishroots

• CreateaplatformforaudiencestointeractwithintheLiverpoolcommunity

• Positiontheteamasasymbolofpassion

Liverpool is a brand that exudes intensity that is contagious to the fans that support them.By using the tagline “my blood runs red,”thatintensityispersonifiedthroughtheuseofbloodlines.

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Telephone Photobooth (See pg. 19)• OutdoorinteractiveinstallationusingavintageredphoneboothpositionedinMiami

• PhotoboothScreen

• Play:15secondpromoforteamonscreenbeforetheycantakephoto

• ParticipantscantakephotosusingthecameraonscreenandInstagramthephoto

• ThiswillusetheInstagramapp

• TheywillhavetheoptiontopostitontheirTwitter.TheLPInstagramwillbeprogramedintothe

device, the participant has to provide their Twitter handle + follow LFC in order to retrieve

theirphotos.Theywill have theoption to tweet theirphotos from theLFC Instagramaccount.

EX-LPinsta:Thanksfortakingaphotowithus@user123Here’syoursnapshot[twitpictakenwith

Instagram]

• Instagramwillfeatureaspecial“red”filterforthephotos

• PhotowillcontaintheLPlogoonthebottomrightcorner&befeaturedonLPwebsitesousers

canseetheirphotosandothers’photos

Bloodlines Social Watching App (See pg. 18)• AppforiPhoneandAndroid

• watchthegamewhiletalkingwithotherviewersaboutthegame

• Createagameoutoftheexperience(ex:havepeoplewatchandmake‘bets’onhowmanygoals

theywouldget...etc)

Print Advertisements (See pg. 11-14)• TheconceptbehindtheprintadsisthattheLiverpoolbrandisaconditionthatispresentinallfans.

Thisisanextensionofourcampaign’scoremessage,“mybloodrunsred.”Therednessrunsso

deepthatithasbecomeametaphoricalconditionthatonecannotshakefortherestoftheirlives.

Whilethisseemsextreme,theintensityoftheLiverpoolbrandisshowcased.

• Themainvisualoftheadispersonrevealinghisorher“mark.”TheLiverpoollogorepresentsa

birthmarkthattheyallshare,whichemphasizesthecommunityaspectofthebrand.Thecopyof

theadshowsastatisticaboutbeingaffectedwiththeLiverpoolcondition.

Flashmob Soccer Match in High-traffic Areas • Theflashmobwillbeginwiththeblowofaloudwhistletodrawthecrowd’sattentiontoacentral

location.Thenatthesoundofabuzzer,twosoccerteamswill takethe“field.”Thefieldwillbe

drawnoutpriortotheflashsoccergameinchalkasnottodisturbtheconcretepermanently.

• Asthesoccerteamstakethefield,ateamoffourpeoplewillbringouttwogoals.Thisistogivethe

TACTICS

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appearanceofthegamebeingbuiltrightinfrontoftheonlookers’eyes.Anothergroupofpeople

willcarryoutasetofbleachersfortheonlookerstositon.Therewillalsobeactorsfromtheflash

mobwhowillsitinthestandswearingLiverpoolapparel.

• Thegamewillthenbegin.OneteamwillberepresentingLiverpoolandtheotherwillrepresentan-

othernonameteam.Asthegamegoeson,Liverpoolwillbepredeterminedtowin,whichwillcause

thefansthatareactinginthestandstobecomemoreandmoreexcited.

• Thiswillcreateexcitement for theonlookersand theywillalsobegin tocheer forLiverpool.At

theendofthegameabannerwillappearthatsays.“OurBloodRunsRed,DoesYours?”withthe

websiteaddress.

Partnerships with American Red Cross to Promote Blood Drive (See pg. 16-17)• AmericanRedCrossstaffwillbeinLPuniformscollectingbloodfortheorganizationwhilealso

creatingexposurefortheteam.

• AnationaltouroftheUSwithstopsinmajorcitiestopromotetheteamandtheorganization.

• Thetourwillbeonareddoubledeckerbusasredisakeycolorinthecampaignandthedouble

deckerbusremindspeoplethattheteamisoriginallyfromEngland.

• Thispartnershipwillbenefitbothpartiesbecauseitwillshowthattheteamgivesbacktothecom-

munity,whileTheRedCrosshastheopportunitytogainpublicityfromanupandcomingbrand.

Interactive Floor Billboards (See pg. 15)• Providesadigitalyethands-onexperiencewiththebrandbylettingaudiences“play”thesport.

TherewillbeaprojectedimageoftheLiverpoolsoccerfieldonopenspacesindowntownoutside

barsandnightclubs.Theinteractiveprojectorshavemotionsensorssotheaudiencehastheop-

portunitytoplayashortgamebeforethebillboardrevealingtheLiverpoollogoandtagline.

Design Elements (See pg. 10-11)• Logo:TheredesignedlogorepresentsthebrandinamodernlightwhilealsokeepingtheLiverpool

iconalive.Thissimplistic logoisacleanerversionofLiverpool’straditional logoandwillbethe

mainsymbolofthecampaign.Theconceptof“MyBloodRunsRed”isillustratedthroughthenew

logowiththeclean-cutstreaks.Itisasimpleyeteye-catchinglogothatwillbearecognizableicon

fortheLiverpoolbrandacrosstheU.S.

• Uniforms:Thedesignofthenewuniformsareheavilyinfluencedbythenewlogo.Thestreaksof

redfromthelogoaretransplantedintotheuniformandmadeintostripes.Thetraditionalreduni-

formsaregivenamakeoverintoamuchsimplerandclean-cutdesign.Theuniformsareunique

andwillbesuccessfulincapturingtheessenceofthebrand.

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MEASUREMENT

Measurement• AttendancetoGames

• Viewershipofgames

• Interactionandfollowingonsocialmedia

• Salesofmerchandise

• TraffictoWebsite

Measurement tools • GoogleAnalyticstrackingofInstagramWebsiteandLiverpoolWebsite

• UseRadian6totracksocialmediainteractions

• TrackNielsentelevisionratings

• Trackticketsalesforhomegames

• TrackamountofblooddonatedviatheLiverpoolpartnership

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EXECUTIONS

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