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#OwnTheArch campaign shortlisted for Sport Industry Awards

5 February 2016

The Football League’s successful #OwnTheArch campaign for the Capital One Cup Final last season has been shortlisted for ‘Best Use of Social Media’ at the 2016 Sport Industry Awards.

The prestigious awards recognise excellence from across the sports industry, including clubs, governing bodies, broadcasters and sponsors. In what is one of the most fiercely contested categories, The Football League is joined on the ‘Best Use of Social Media’ shortlist by Adidas, Wimbledon 2015, Dove, Samsung, Southampton, and Wembley Stadium.

The League’s innovative #OwnTheArch activity drove unprecedented levels of fan engagement in the build-up to the game, and laid the platform for the Final to light up conversation on social media around the world.

#OwnTheArch update. @ChelseaFC have moved ahead of @SpursOfficial by the finest of margins! #CapitalOneCupFinalpic.twitter.com/2cILcIcOnX

— Capital One Cup (@CapitalOne_Cup) February 27, 2015
In a unique first, the campaign offered fans the chance to decide the colour of the iconic Wembley Stadium arch by tweeting either #ChelseaAtWembley or #SpursAtWembley. Over half a million votes were cast in the build up to the Final, with Tottenham Hotspur narrowly winning with 51%, with the result of the vote announced live from Wembley on Sky Sports News. In addition to the two club hashtags, there were also 100,000 posts on Twitter using the #OwnTheArch campaign hashtag itself.

Other social media activity for the Final saw supporters submit motivational messages for the two teams via the Capital One Cup official Facebook page. On matchday, supporters around the world not lucky enough to have a ticket for the match were given the chance to have their photo featured on the giant screens as Wembley by posting a #FinalSelfie on Instagram or Twitter, while fans also tweeted post-match interview questions that were put players.

For the week of the Final, impressions on tweets delivered on the League’s @CapitalOne_Cup account increased by 250% compared to the previous season, while the number of retweets increased nearly five-fold and the number of replies from fans was multiplied by nearly 20 times. On Facebook, the official Capital One Cup page saw a five-fold increase in fan engagement over the week compared to 2014, and a 250% increase in post impressions.

Watch as @wembleystadium's iconic arch is decorated in @SpursOfficial colours - they #OwnTheArch!!! #SpursAtWembleyhttps://t.co/3w6LNZs8gM

— Capital One Cup (@CapitalOne_Cup) February 28, 2015
The Sport Industry Awards 2016 winners will be revealed at a star-studded ceremony at Battersea Evolution on 28th April 2016.

SHORTLIST: Click here to see the full shortlist

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