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The Best Digital Marketing Campaigns in the World II

Name: The Best Digital Marketing Campaigns in the World II
Author: Damian Ryan
ISBN: 9780749469696

by Damian Ryan

March 2014

Intermediate to advanced

272 pages

4h 37m

English

Kogan Page

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Content preview from The Best Digital Marketing Campaigns in the World II

Case Study 37

UEFA Europa League

Market

Europe

Descriptor

Dog Digital hits the back of the net for football fans.

The challenge

Despite UEFA’s reputation, football fans were relatively uninformed about and unengaged with the Europa League, which was established in its current format in 2009. Feedback showed that many football fans found the competition to be too large and, with 32 teams taking part, the tournament did not reflect the elite of European football.

Dog Digital worked with UEFA and decided to present a ‘more…’ strategy that celebrated the expansive reach of the Europa League. Together they would show the tournament offered more cities, more venues, more teams, more fans and more adventure. This turned the perceived negative of the ...

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The Best Digital Marketing Campaigns in the World II

by Damian Ryan

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.