The summer transfer deadline day is an annual tradition for football fans and one of the most talked about sporting events on social media. But as entertaining as the traditional deadline day format is, we felt it our duty to give this great institution back to the people who matter most… the fans.
Social Chain teamed up with Neteller, a leading global money transfer merchant, to launch our own rendition of transfer deadline day on Facebook LIVE. The social-first stunt featured an all-star cast, with presenters Layla Anna-Lee and Max Rushden; YouTube stars Cheeky Sport and Darren Farley; and a raucous studio audience of football fans, who played their part with live reactions and analysis.
Our activation parodied the magic of deadline day with sketches, skits and clichés to engage thousands of viewers on social media. We even rewarded viewers by playing Transfer Window Bingo and gamifying real-time transfer stories and signings, as they rolled in from the around the world.
In total, our action-packed Facebook LIVE stream for Neteller cut through the noise to reach over 600,000 fans in just two hours, along with 114,000 video views and an engagement rate of 4.47%!
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