E.ON FA Cup 2011

Challenged to provide a rapid response to E.ON sponsorship of the FA Cup, we needed a digital answer that supported their Family Football message and crucially their Get Energy Fit proposition. Our response was a multi-faceted digital activity that spoke to the E.ON customer, the football fan and the local club supporter.

We put football at the heart of the online conversation and celebrated this great competition and what it means to the fans. Then we applied a strong footballing analogy to all energy saving activity, making the connection between their love of football and the need to get Energy Fit.

We built an online presence with a number of components to help give the audience a reason to return for each round. These included:

• The E.ON FA Cup microsite containing the Energy Fit ticket game for rounds 1 to 7 (semi-final).

• An Energy Fit Fans game for the final, pitting supporters of Stoke City against Manchester City to see who could generate the most virtual energy.

• The Energy Fit Squad who spent time with fans educating on what they could do to get Energy Fit, and a competition to nominate their own local Football Club for an Energy Fit Makeover.

• The Magic of the Cup online fanzine, which provided round previews, players and teams of the round information, details of previous giant killers, tales from the dugout and lots of FA Cup related stats.

All the work combined to be the most successful year of E.ON’s sponsorship of event, and led the client to claim “WE ABSOLUTLEY SMASHED IT”, helping to unite this great competition with the idea of getting Energy Fit.