Arsenal Asia Tour: Campaign activation by 96 Digital in Vietnam

Arsenal FC

Event and Digital Activation

Vietnam

We were charged with activating Arsenal’s Asia Tour in Vietnam. To kick it all off we scheduled PR Events across Ho Chi Minh City with Arsenal legend Freddie Ljungberg. Then we moved onto the Tour’s digital campaign “Prove Your Arsenal Passion” and managed to fire up the local Vietnamese fan base so much they won the competition!

Freddie Ljungberg does Vietnam (PR & Event Activation)

We managed a very tight schedule and handled all logistics. Including; media, security, and transport to ensure we maximised exposure for the Tour and its sponsors. We also ensured maximum exposure, covering all local tabloids and TV outlets as well as the top online publishers. The events included;

Press Conference (HAGL, Eximbank, VFF)

Youth Daily Webcast (500,000 users)

British Embassy Event

Photo Shoot (City)

Soccer School Event

Private Fan Party

camera shot of Freddie Ljungberg in Vietnam

Freddie Ljungberg taking questions at Arsenal soccer schools

Prove your Arsenal passion (Digital Activation & Facebook Campaign)

The 8-week long campaign was centred on a Facebook app to determine which country – Vietnam, Japan or Indonesia – had the most passionate fans. Each fan-post creates points for the country and the most influential user gets flights, tickets and accommodation in London to see Arsenal play.

We pushed huge traffic volumes through our own localised microsite, and this came from utilising our in-house competitions inventory. Prizes included signed shirts, photos & stadium tickets, and we also partnered with the largest online media platforms to deliver news and competition offers.

Vietnam Facebook and microsite screen design

Outcome:

As users and winners were sharing photos of their prizes, the whole thing went viral! The campaign included:

Localised microsite for competitions and traffic generation

Outbound news publishing through partners; bongda.com.vn (sports) and thanhnien.com.vn (news). me.zing.vn (social)

Social media campaigns through local supporters club

Fan parties in Hanoi and Ho Chi Minh City

In the end – Vietnam won – delivering over 800,000 shares and comments with 13-year-old Dang Tien receiving the grand prize. The overwhelmed teenager traveled to the Emirates with his father, and for them…a dream came true!

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Can extend my great appreciation to the team. Your guys’ excellent work made our digital campaign in Vietnam a great success, ranking No.1 among the three countries as we initially planned. I am very confident that we should work together again in near future. Look forward to seeing you guys again soon