Pixel8 Ltd Case Study - Eastland's Trust - Ready for Rio - Driving People Of Manchester To Use National Sport Facilities.
Ready for Rio
When Eastlands Trust approached us with the need for an Olympic marketing campaign, we knew we were going to have to go above and beyond to achieve something amazing.
With little time to plan the event, we put our heads together and managed to come with the hashtag #MCR2Rio. We then set to work planning our social schedules, and our designers got their heads down and created some wonderful marketing collateral to go on display throughout four of the Manchester sports centres including the National Cycling Centre, The National Basketball Performance Centre, The Taekwondo Centre and also The National Squash Centre.
The main challenge we faced during this campaign was to turn it around in a short amount of time. We also knew we had to create something that the residents of Manchester would be interested in contributing to, as well as bringing sports to the forefront of the local’s minds
One of the main aims of the campaign was to encourage people to step through the doors of the sports centres - so we also knew we had a big responsibility to make sure everyone felt inspired to become more active in the North!
The outcome of the campaign in just two weeks has been outstanding.
Here at pixel8, we supplied Eastlands with some amazing design collateral. The example below was taken at the National Cycling Centre, demonstrating and the 'Fan Zone' and all the work that went into setting up a special place to cheer our athletes on to success.
As well as this we launched a competition under the #MCR2Rio hashtag where you could win an Olympic taster session as a centre of your choice.
All you had to do to enter was dress up in the Brazillian fancy dress and then share your photo on social media with the hashtag. This, in turn, got lots of people talking about the event. We even enlisted local radio station Key 103 to spread our reach even further!
You can see the results of the competition via our tint wall right here.
As well as creating an environment for celebration that people visiting the centres really loved, featuring screenings of the events, Brazillian food, carnival fancy dress and winner's podiums, our social results across Facebook, Instagram and Twitter have also been incredible in such a short amount of time.
In two weeks, we managed to:
Reach 7.3 million people
Attracted 1,016 new Twitter followers
180,263 people clicked through to the website
15,535 interacted on social media
1.4 million impressions were made with #MCR2RIo
1,705 became Facebook fans.
14,906 messages and queries about the centres came through.
Below you can browse some of our highest performing posts, one of which nearly reached 7,000 people organically.
Since the campaign has been running, it has also been announced that the official team GB parade is being hosted in Manchester. We're incredibly proud that the city is finally being appreciated for all the sporting talent it has - and our excitement grew, even more, when we discovered that and the city itself would be 4th in the medal table if it was a country!
We're now looking forwards to the Paralympics to see what else we can achieve, but one thing's certain - it promises to be another amazing tribute to the sporting legends in Team GB.
Like what you see here? Take at look at more of our recent digital marketing projects below.
- HSBC UK National Cycling Centre And Eastland’s Trust - Raising Awareness And Driving Bookings For New Mountain Biking Programme For Women
- Hilton Hotels UK - A Tale Of Three Cities - Seducing International Luxury Travellers To Visit The British Isles.
- Hilton Hotels UK - Fans of London - Inspiring People To Visit London And Stay With Hilton Hotels.
- The Business Growth Hub - Manchester Go Worldwide Campaign - Informing Sole Traders In Greater Manchester About Global Export Opportunities.
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