ABOUT THIS ENTRY

Leeds United went above and beyond any other EA partner club to deliver authentic and relevant content around the ratings reveal, publishing a short video, filmed and produced by METZ Films that included light-hearted, tongue-in-cheek conversations between the fictional Ratings Collective group and Leeds United stars Luke Ayling, Patrick Bamford & Kalvin Phillips, showcasing the players’ personalities.

How does this represent “Excellence in Engagement”?

Provided a creative lens to launch a seasonal campaign with our partner EA.
The content was widelty viewed on both LUFC and EA Sports channels and
provided a point of difference between Leeds United and other EA clubs.

Objective: A tentpole moment in any professional footballer or gamer’s calendar is the release of the latest renewal of EA Sports’ FIFA. With gamers and Premier League footballers both waiting with anticipation to see the game’s new ratings cards.

This season, EA Sports brought The Ratings Collective to life: an anonymous, faceless, fictional group of experts who are responsible for player’s ratings on the game. Leeds United cleverly organised a ratings reveal within the stadium where players from the club could argue their official FIFA rating with The Ratings Collective. Light-hearted, tongue-in-cheek conversations were captured between the Collective, and LUFC stars Luke Ayling, Patrick Bamford & Kalvin Phillips, showcasing the players’ personalities.

Strategy & Execution: We create a digital first piece of content that was humourous and authentic that showed the players in a natural environment, showing their genuine first impressions to their new ratings. This is what the modern sports fan has come to expect.

Results: Leeds went above and beyond any other EA partner club to deliver authentic and relevant content around the ratings reveal, publishing a short video that totalled 5,009,986 impressions and 1,455,798 whilst receiving 468,436 engagements.

Production

Leeds United Football Club, EA Sports, METZ Films

Credits

Aaron Duckmanton
Head of Global Digital & Content
Leeds United Football Club

Craig Wilson
Digital Media Manager
Leeds United Football Club

Jack Bowers
Digital Media Executive
Leeds United Football Club