LIVERPOOL REDS
Brand Strategy Liverpool Brand Experience Liverpool is a brand that is built on heritage and success in the sport of soccer. It is also a brand that comes from a different cultural background then that of the US, and this is what I’ve based the Liverpool brand experience on. Using youtube shorts debuting on the big screen at Fenway park people will be informed of the arrival of Liverpool to Boston through humor about something they all live and know, accents and lingo. These shorts also found on Youtube will lead viewers to a downloadable mobile app that allows them to play and learn about the funny differences of our cultures and help them “get ready” for Liverpool’s arrival. Finally all experiences will culminate into a enormous cultural event, a soccer game at Fenway Park and the bar takeover of soccer fans all over Boston. The Bar Experience will be sponsored by Sam Adams Beer Company through the debut of their limited edition beer Liverpool Red Ale at Fenway Park during the game and at participating bars in the area. Special commemorative glasses will be sold at the bar with purchase of a Liverpool Red Ale.
Target Audience 18-35 year old Males Tim is a 26 year old who lives in a suburb of Boston. He went to college out of state, but still represented his home team everywhere he went. His Grandfather is a Boston fan, his Father is a Boston fan, his Mother is a Boston fan and his brother is a Boston fan. At home he frequents the local bar with his friends to watch the game, socialize, and drink some beers. He watches ESPN every morning before leaving for work and listens to sports talk radio on the drive in. He has knowledge about every sport, some more then others, but will still enjoy any sort of professional athletic competition.
Cities for Launch Boston, MA Fenway Park June 30th, 2012 The Liverpool Reds Boston VS. The La Galaxy in a exhibition match.
Timeline May 30th - June 30th
Motivating Theme The motivating theme of this brand experience is about getting ready for the arrival of the Liverpool soccer team. Boston is going to be Liverpool’s new home and Boston wants to make them feel comfortable and at home.