Expanding the EE wembley cup to a
22k strong crowd

In 2016, EE’s goal was to improve its emotional connection metrics, especially among customers and prospects. With that in mind, the year has been defined by customer-led, loyalty-driving offers such as unlimited BT Sport and Apple Music access. We were briefed to take a proven concept and use its reach and engagement potential to open EE’s BT Sport proposition to a new audience while deepening this audience’s emotional connection to the brand.

We helped EE team up with YouTubers and football legends for a star studded showdown at Wembley stadium. There was just one thing missing – you the audience. From choosing the teams to making the subs, they called the shots. 

We were responsible for producing the match on event day, bringing everything together liaising with EA Sports, Game, Microsoft and The Bobby Moore Foundation, as well as EE’s 4 other agencies.

The 8 part YouTube series generated 40m views. For the event itself we sold 22,000 tickets and a peak of 250,000 people at one time watched it live on YouTube, a further 3.9m have watched in since.