TLA created a socially-led activation that drove user engagement before and after the activity that would promote Arsenal’s Global Tour in Sydney and their relationship with Emirates.
Winner Social Idea Of The Year
2018 Mumbrella Sports Marketing Awards

TLA formulated the #RacetotheEmirates, where 200 fans had the opportunity to win a trip to watch Arsenal play at Emirates Stadium in the U.K. by uploading selfies taken with players to social media. Players were revealed at the start of the event to be waiting in four locations around Sydney via Facebook Live. Fans were required to track down the players, get their photo, post to social media and race back to the finish line.

The #RacetotheEmirates from TLA Worldwide on Vimeo.

Facebook Live:
Facebook Live was the platform for revealing the location of players at the start of the event. TLA shot and produced a 10-minute content piece which was then uploaded ‘as-live’ when players were finally in position. This allowed for a low-cost, pre-approved piece which fans were still able to engage with as if it were uploaded to the live platform.

The End Result:
A high-impact, highly-engaged 90” content piece showcasing the event, hosted on Emirates and Arsenal Social Channels

Key Results:
Facebook Live (Emirates)

  • 2. 27 million people reached organically
  • 26,220 reactions, comments & shares

Content Piece

  • 500,000 combined views to date (18/7/17) on Emirates and Arsenal Social Channels
  • 13,000 reactions, comments & shares