Finalists for The Ad Club and George P. Johnson Experience Marketing's #IveGotGame Student Brand Experience Competition. Work by Kevin MacKenzie of New England Institute of Art.
LIVERPOOL REDS The New Liverpo The new Liverpool remade to be more Boston friendly. It w amongst the other M Are You Ready? 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. Tone of Brand The tone of this brand historical, and successful, but also fun, humorous, and exciting. Whether people attend the game itself or just get caught up in the surrounding excitement they will leave with an understanding of what Liverpool soccer is all about. Message/Tagline Are You Ready? Media for Launch Youtube/TV commercials, Mobile App, and a large event at Fenway Park Lifespan of campaign The campaign will begin May 30th at a Red Sox home game against the Detroit Tigers with the debut of all three Youtube shorts shown on the jumbotron. The campaign will reach it's peak on June 30th with the Liverpool/La Galaxy game at Fenway. Then the Campaign will continue with the distribution of Samuel Adams Liverpool Red Ale throughout the state until the end of the Summer. Campaign Summary The Campaign can be summed up by comparing it to a journey for the people of Boston leading them into the arrival of Liverpool at Fenway Park June 30th. This journey will firstly inform them about the arrival of Liverpool through the use of the Youtube Shorts. Then the Mobile app will teach and prepare them for the arrival, and finally the Fenway and bar experience will help them celebrate Liverpool's arrival. Business Objectives The Objective of this campaign is to introduce the Liverpool brand to the American market and gain awareness of their new presence in the MLS. Target Description 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, annoyingly, 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 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 athletic competition that's on TV. � 18-35yearoldMen � Collegeeducatedandbluecollar � Sportsfans,loveallsports � Liketogotobarstowatchgames � Sportseventsaresocialevents � Purchasefavoriteteamapparel � Loyaltofavoritesportsteams � Loyaltotheirhomecitysportsteam � Watchessomesortofsoccer � Kidsplaysoccer � Needsexcitement � Wantssomethingtowatchonoffseasons � Enjoysgamblingonsports Communication Objectives and Deliverables I want the audience to feel and accept the Liverpool team as their own when they arrive. I want people to feel proud that Boston is adopting this great historical and successful soccer team and know that they will fit in perfectly. The audience should enjoy the marketing efforts as entertainment because that's what they are truly meant to be. Call to Action and Measurables The call to action is located at the end of every short and on the menu page of the Mobile App. It tells people to go to the Liverpool website, go to Youtubetocheckouttheshorts,shareyour"KicktheLingo"scoreswithpeopleonFacebookandTwitter,andjustconnectwiththeevent.Successwillbe measured through App Downloads, Ticket sales, Youtube visits, and Liverpool Red Beer Sales. LIVERPOOL REDS The New Liverpool Logo The new Liverpool logo has been remade to be more modern and Boston friendly. It will fit well amongst the other MLS logos. You Tube Shorts Storyboards These are the storyboards for shorts that will premier on the big screen at Fenway Park a month before the big game June 30th. These are humorious 15 sec commercials meant to inform the viewer of the arrival of the Liverpool Reds to the Boston area and to inform them about the mobile app "Kick the Lingo" and get them to the Liverpoolboston.com website to provide more information about the upcomming event. LIVERPOOL REDS "Are You Ready" Short #1 1 2 3 Liverpool's getting ready........Are You? Get ready with "Kick the Lingo" a new game for your smart phone Liverpool Reds Boston LA Galaxy June 30th 5pm Fenway Park, Boston, MA Tickets on sale now VS www.LiverpoolBoston.com Liverpool's Steven Gerrard is in the shower singing and whistling along with the Dropkick Murphy's "Shipping off to Boston" Steven - "Shipping off to Boston...oh oh oh Steven is now in front of the mirror brushing his teeth and practicing his Boston Lingo Narrator Speaks Steven - "How'd you like them apples... How'd YOU like them apples. If I'm smaht, I won't get cahded at the packie...(shakes head in acceptance) "Yep" (Continues to brush his teeth) Liverpool's getting ready.....are you? Get ready with the new app "Kick the Lingo" for your smart phone and be ready when the Liverpool Reds Boston play the LA Galaxy at Fenway Park June 30th. Sponsored by Sam Adams, The Liverpool Reds, and the Fenway Group "Are You Ready" Short #2 1 2 3 Boston's getting ready........Are You? Get ready with "Kick the Lingo" a new App for your smart phone Liverpool Reds Boston LA Galaxy June 30th 5pm Fenway Park, Boston, MA Tickets on sale now VS www.LiverpoolBoston.com Boston Red Sox announcer Jerry Remy is alone in the booth Practicing his soccer play by play Jerry Remy getting more into his soccer announcing. Narrator Speaks Jerry Remy - "Gerrard steals the ball and brings it up field shoots and scores...(shakes his head) "Nope" Jerry Remy - "Gerrard shoots....Goal"....(clears his throat) "Gerrard shoots.....GOAL..(looks around to make sure no one is there) "Gerrard shoots.....GOOOOOAAAALLLLLLL" (nearly falls off his chair) Boston's getting ready.....are you? Get ready with the new app "Kick the Lingo" for your smart phone and be ready when the Liverpool Reds Boston play the LA Galaxy at Fenway Park June 30th. Sponsored by Sam Adams, The Liverpool Reds, and the Fenway Group "Are You Ready" Short #3 1 2 3 Liverpool's getting ready........Are You? Get ready with "Kick the Lingo" a new App for your smart phone Liverpool Reds Boston LA Galaxy June 30th 5pm Fenway Park, Boston, MA Tickets on sale now VS www.LiverpoolBoston.com Steven Gerrard getting picked up at his house by his driver. Driver gets in car an turns to ask Steven where to go. Narrator Speaks Driver - "Hello Sir" Steven- "Hello Livingston" (gets in car) Driver - "Where to Sir?" Steven - "Well"....(smirking in his Boston accent) "Head straight up Turna Blvd, then bang a left on Dean St, but don't go to fah or you'll have to bang a youie. I'm meeting some khed at the bah up there, he said the chowda is wicked good." Driver - (puzzled look on his face) "uhhh?" Liverpool's getting ready.....are you? Get ready with the new App "Kick the Lingo" for your smart phone and be ready when the Liverpool Reds Boston play the LA Galaxy at Fenway Park June 30th. Sponsored by Sam Adams, The Liverpool Reds, and the Fenway Group Marketing Example Kick the Lingo Mobile App Kick the Lingo Start Game How to Play High Scores LIVERPOOL REDS This is the Main Menu for the "Kick the Lingo" App. Here the player can start the game, find out how to play, list high scores, share scores of Facebook and Twitter, or go straight to LiverpoolBoston.com by clicking the Liverpool logo. LiverpoolBoston.com Kick The Lingo Screen #2 LIVERPOOL REDS Liverpool Says Bladdered Barmy Khazied Boston Says Drunk Points 50 Missed 2 This is the playing page and what the game actually looks like. To play the player has to match the correct Liverpool lingo meaning with the correct Boston lingo meaning. With their finger the player can kick the ball into the correct goal. If the answer is right "GOOOOAAAALLL" will be heard and the player will recieve another question, three missed goals and its game over, the player must start over. Players will gain more points for consecutive right answers, and can share all of their progress on Facebook or Twitter. The Answer to this question is "Bladdered" L rpool Red A Live le ted Editio mi i Samuel Adams Liverpool Red Ale Beer Logo This is the logo to be used for Samuel Adams limited edition Liverpool Red Ale Beer. It will debut at Fenway Park during the Liverpool Red and LA Galaxy game June 30th, and will be sold in bars that same day. After the event Samuel Adams will distribute the beer to selected liquor stores in the area. n L ited Editio im Liverpool Red Ale n Liverpool Red Ale The Experience All the brand strategy and marketing tools culminate into one huge event, a soccer game at Fenway park. The Liverpool Reds Boston will play The LA Galaxy at Fenway on June 30th and will be the talk of the town. Landsdown st and Yawkey way will be transformed into the streets of Liverpool selling fish and chips in newspaper, bangers, and the typical sausage peppers and onions. Samuel Adams Beer company will debut their limited edition Liverpool Red Ale at the park and in bars all over Boston. L IV ER PO OL RE D S The Bar Experience Bars all over Boston will open their doors for fans chopping at the bit to watch the game. Just like in Liverpool, bars will be full of crazy fans drinking Sam Adams Liverpool Red Ale and purchasing Liverpool Red and LA Galaxy Merchandise. Even none soccer fans will have no way to ignore this spectacle, they will need to be involved. Certain participating bars will sell a commemorative glass for $1 more so fans can immortalize the game. LIVERPOOL REDS VS June 30th 2012 Front Back