Pixel8 Celebrate Digital Marketing Success with #MCR2Rio Campaign across National Sports Centres in Manchester
Pixel8 launched a hugely successful digital marketing campaign with Eastlands Trust, celebrating Manchester as the hub for UK sport alongside Team GB’s journey to success at the 2016 Rio Olympics.
Using the hashtag #MCR2Rio, pixel8 supplied the unique portfolio of national sport centres in Manchester, including the National Cycling Centre, National Squash Centre, National Taekwondo Centre, National Basketball Performance Centre, and tennis and football facilities, with branded #MCR2Rio experiential marketing materials - alongside a comprehensive digital marketing campaign via Facebook, Twitter, and Instagram.
Designed to celebrate the very best of British athletes, Pixel8 also assisted with the creation of a #MCR2Rio Fanzone and competition. At the National Cycling Centre, this included a big screen, celebration selfie zone, carnival fancy dress, Brazilian cuisine, and much more. Participants across various centres were also encouraged to dress up and upload their photos via social media using #MCR2Rio, and the winning entry received an Olympic Sport Taster session of their choice at one of Manchester’s national facilities.
The #MCR2Rio campaign reached far and wide across the UK, and exceeded KPIs by reaching over 7 million sports enthusiasts in the UK. Other key results also included over 180K people visiting the the National Cycling Centre website, 1.4 million social media Impressions and over 15K unique social engagements in just two weeks.
Ultimately, the campaign set out to raise awareness of Manchester as a hub for the UK’s national sports centres and home to where the some of the UK’s world-class athletes train. Subsequently, Eastlands Trust have seen a considerable increase in interest and people booking on activities and sessions. The results speak for themselves.
Online sign-ups at the National Cycling Centre increased by 225%, Track Taster session attendance was up by 20%, Intro to BMX sessions were up by 40%, and over 200 Taster Track vouchers were sold compared to just 32 across the same period last year.
Following from the success of the campaign and Manchester’s athletes, who ensured Manchester would be fourth in the Olympic league table if we were a country according to the MEN, Manchester is equally proud to be the official host city for the official Olympics & Paralympics victory parade, with London also organising a separate event.
Shaun, Marketing and Communications Manager of Eastlands Trust, had the following to say about the campaign:
"The digital marketing campaign they delivered can only be described as a gold-medal performance. The team at Pixel8 took to the campaign with real gusto, buying into the Olympic spirit as a business along with their staff personally too. On top of managing and planning a detailed campaign across the multiple sports and facilities we operate, they were on hand to react to the phenomenal achievements of Team GB on a daily basis, complementing national initiatives and engaging in conversation with governing bodies and the individual athletes on their Rio journeys. Given the time differences, and the sheer amount of successes to promote, follow and communicate, that was certainly a Herculean effort."
Sian Ediss, Digital Marketing Manager at Pixel8 was also incredibly pleased with the results:
“Our comprehensive digital marketing strategy struck a fine balance between Organic, Paid, and User Generated online content. We successfully raised awareness of Team GB and Rio events and drove footfall and additional sign-ups to sports activities across all national centres. With a 225% increase in online bookings and increased local awareness, Pixel8 raised the bar and we’re incredibly excited to continue the development of digital marketing campaigns to inspire our next generation of Mancunian Olympians.”
Nigel Daws, founder at Pixel8:
“I am so proud of what my team delivered and everything that they achieved in such a short space of time, both leading up to and during the 2016 Rio Olympics. The #MCR2Rio campaign was superb and it was supported with such a comprehensive digital marketing strategy. I was confident that we would deliver something special for Eastland’s Trust and the people of Manchester. We certainly sprinkled a little bit of our Rio gold on each of the National venues, and we’ve hopefully inspired the next generation to visit and use the superb sporting facilities available across Manchester."