04. Oct 2017
Having grown tired of the repetitive news cycles, the cliched punditry, and the over-bearing seriousness of transfer deadline day, SPORTbible were on a quest to find new angles to bring this key fixture in the football calendar back to life.
In stepped Joyride.
Partnering up with Netflix, we created a light-hearted, real-time content partnership primed specifically for social newsfeeds.
‘Deadline Dealings’ lifted genuine footage from the popular Narcos franchise (Series 3 was released the following day, it made perfect sense for everyone) and comically reimagined the subtitles to reference the major transfer stories, rumour mills and fan buzz that was unfolding on the day.
Our distribution was ubiquitous for the SPORTbible community. The main videos were featured on Facebook, meanwhile on Instagram and Twitter platforms we crafted shorter ‘meme’ formats that felt more native to those channels.
We brought LADbible channel (Facebook and Twitter) into play too, to drive further reach, with crossposts and retweets.
We then followed up our 24-hour takeover with Instagram Stories the next day, highlighting the biggest movers and shakers in world football with an entertaining Narcos twist.
This was a carefully executed team effort, synchronising activity on the day tapping into data insights from our community’s affinity for Netflix and Narcos, by working closely between creative, editorial, social, design and marketing teams to ensure Deadline Dealings was of the highest relevance and quality.
Our original reactive storytelling also proudly featured on The Drum’s Ad of the Day.
We tracked an impressive 14% increase in our SPORTbible audience’s consideration for Narcos as a series they would watch. It even got cult hero footballer Emile Heskey involved in the social banter – how about that.
Here’s the Deadline Dealings content breakdown:
Virgil van Djik x Liverpool
Alex Oxlade-Chamberlain’s x Liverpool
Arsenal FC Sign No One
Danny Drinkwater’s x Chelsea
Riyad Mahrez Rumours
Arsenal FC Transfer Strategy
Mbappe x PSG
Virgil van Djik Meme
– 17.6 Million Impressions
– 7.4 Million Video Views
– 348,000 + Engagements