Background
KF Shkëndija played AC Milan during the 2017-2018 Europa League campaign, and the club made a short spoof film ‘introducing’ themselves to the Italian giants. The video makes fun of the two clubs' differences and similarities, whilst remaining respectful and building up excitement for the two games.
Objectives
Secure coverage for the video
Increase reach and engagement of the video
Increase views of the video
Build excitement and anticipation for the KF Shkëndija vs AC Milan matches
Strategy
Viral Seeding put together a strategy which consisted of outreach to relevant blogs and websites, placements on relevant high traffic websites and promotion of the video on YouTube.
Researching and putting together a list of target websites
Drafting an outreach template which included key campaign information
Setting up a promotion via Google Adwords
Individually contacting blogs and websites to sell in the story
Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video
Daily reporting and final project evaluation
Campaign Results
21 pieces of coverage secured, reaching over 23,000,000 monthly unique visitors
Coverage secured on large Football sites including Football Talk, Football Fancast and Football Italia
150k+ views achieved on the video
Highlights & coverage
Reference links
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