The Football League has launched an innovative promotional campaign ahead of the Sky Bet Play-Off Finals that will see live score updates posted in the towns and cities of the finalist teams.The campaign also includes the iconic London North Towers which will be used to promote all three finals prior to each match.
The live score updates are part of The League’s #OnlyOne campaign which has been created to ensure the drama and excitement of the Sky Bet Play-Off Finals is brought to the towns and cities of the competing teams.
The digital screens are animated, with live reactions to goals including the detail of the goalscorer. The London North Towers will help promote the Play-Offs to an audience not usually reached by sports governing bodies. The campaign is set to reach an estimated 6.6 million people in the build-up and over the weekend.
The aim of the campaign is to ensure the drama and excitement of Wembley is represented in the local towns and cities of the teams competing in the Sky Bet Play-Off Finals.
The #OnlyOne campaign marks the first time The Football League has promoted the Play-Off Finals to a regional audience in this way, and is the latest in a series of innovative marketing activities it has undertaken to promote its events at Wembley.
Commenting on the activity, Drew Barrand, Marketing Director at The Football League said: “We wanted to take the drama and excitement of this weekend’s Sky Bet Play-Off Finals to the local towns and cities of the teams competing in the finals.
"By providing live match updates and animated creative during the game we hope to engage a wider audience in these regions beyond the many thousands of fans that will be in the stadium.
“The Football League is committed to finding new and innovative ways to enable more and more people to enjoy our competitions.”
Activity taking place includes a Sky Bet Play-Off Final preview on the London North Tower screens on the North Circular in the build up to the Bank Holiday weekend.
For each of the three match days, live score updates will be displayed on regional six-sheet posters in the towns and cities of the competing teams. The core creative focuses on two team specific figures with spotlights on each. When a goal is scored that clubs figure celebrates with confetti, and the spotlight is turned off on the team conceding the goal.
The advertising inventory will be supported by online archive content of classic Play-Off Final matches and moments.
‘There Can Only Be One’ rolls on from a regional advertising campaign during the semi-finals that saw The Football League reach 11.7 million people. Creative using each clubs' shirt was displayed across the towns and cities of competing teams, with a call to action to purchase tickets.
This was The Football League’s largest ever marketing campaign supporting clubs across the semi-finals with an objective of boosting ticket sales and raising awareness of the Play-Offs.
All three Sky Bet Play-Off Final matches will be screened live by Sky Sports. In addition to the domestic television coverage, the matches have attracted global interest and will be broadcast around the world.