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We created a partnership with Liverpool Football Club to fuel the passion of 'the world’s greatest football family'.

We gave the global LFC fanbase the opportunity to write the next chapter of the club's mythology: to access exclusive content, to be part of intimate and unmissable moments with the team, to meet new friends and share their passion like never before. Skype’s opportunity was to enhance these conversations and become a trusted way to have meaningful conversations and experiences while getting closer to the club.

Our always-on social program stimulated conversations and incentivised LFC fans to add the Skype ID unlocking exclusive Skype chats with John Barnes, Robbie Fowler, Danny Ings and Emre Can. We also ran competitions for match day tickets and signed merchandise and released bespoke LFC Emoticons— deployed across the entire Skype active database, encouraging even more fans to take part.

For the first time ever, we used a partnership to launch a new product — Skype’s Group Video call on Mobile with Daniel Sturridge, also enabling LFC to feature fans on LFCTV — again, bringing fans closer to the club.

The season culminated with our “You’ll Never Walk Alone” competition—inviting fans to sing on Skype, for the chance to feature on video boards at Anfield and win a trip to be there in -person.

Supported by a 360 co-branded integrated marketing campaign including ATL (product placement), social, CRM, video content, digital and PR.