Miles Better Marketing
Although they can’t take full credit for Liverpool Football Club winning the Premier League this year, The Anfield Wrap podcast has had a brilliant year in terms of its subscribers, and also the content it has produced for many of its partners, ranging from Erdinger to Peloton. And to top it off, they came up with a brilliant marketing campaign tied to the Premier League win.
When Liverpool won the league in 2020, The Anfield Wrap produced a number of banners or adverts stating a distance from the Premier League champions, most notably at Euston Station declaring that you were now “222 Miles From The Champions”. These caught on and the guys produced them for free for many supporters’ branches all around the world.
But, picking up the theme this summer, they sought an opportunity to do something a little bit cheeky that would get a lot of interest.
Therefore, they hired a massive electronic billboard by Old Trafford, the home of one of Liverpool’s biggest rivals, stating that it was “Just 37 Miles To The Country’s Most Successful Football Club”. This was a bit of fun, but for less than £2,000, it got a lot of attention.
It was featured across a lot of national and international news outlets, including BBC and Sky Sports. It also generated over 10 million engagements on TAW’s social media and over 50 million across wider social media, bringing The Anfield Wrap to the forefront of Liverpool fans’ minds when thinking about who they want to listen to for more insight and opinion… and subscribe for more.
And, in October, the campaign won Small Budget Campaign of the Year at the Prolific North Awards, with Craig Hannan of TAW winning Marketer of the Year.
Well done, guys – it just shows that, with some clever thinking, £2,000 takes you a lot further than 37 miles!