ABOUT

Problem:
BBC Sport is losing ground with Gen Z. While younger audiences love football, they don’t care so much about the in-depth statistical analysis BBC is famed for. They prefer disposable football-related content consumed through their phones and social channels.

Solution:
We took the influencers Gen Z looks up to and created BBC Sport content designed to live their world. No rules, no scripts, no clue what would happen next. We created ‘Penalties with Yung Filly’. A penalty shootout game between rival supporters where the real penalty was the humiliating forfeit suffered by the loser.

Results:
40K+ views on YouTube with many more thousand shares and likes. Over half a million views on social, including the Instagram and Facebook channels of our influencers Yung Filly and Chunkz. All culminating in broadcast coverage from the BBC themselves who showed an episode on MOTDx – their ‘Match of the Day’ spin-off on BBC2, hosted by Jermain Jenas. Oh, and one huge stampede of kids on day two of filming – once the word got out who we had inside their school sports arena.

Engagement:
Man City vs Man United: 12,625
Everton vs Liverpool: 5,291
Liverpool vs Man City: 6,069
Arsenal vs Tottenham: 17,968

Total views: 41,953