Situation:

Although Turkey is a football-focused country, it ranks in last place among European countries that produce new local talent. And despite the fact that many Turkish children dream of being a football player in a big club, they can’t find the right platform to demonstrate their skills.

Objectives:

1. Turn youth’s dreams into reality by offering them a gateway to become a footballer.

2. Provide children equal opportunity to reach public and club scouts by Vodafone digital platforms.

3. Create an exclusive Vodafone Black Eagle Movement that invests to the future of the club.

We created the world’s first digital scouting project, Black Eagle of the Future. Children(8-13 years old) from all across Turkey uploaded their videos on the website and mobile app for the chance to picked for Besiktas youth team.

Vodafone Black Eagle Movement members voted kids’ videos and most voted videos were eligible the regional tryouts. After the tryouts, most successful kids played final at Besiktas Vodafone Park stadium. 9 kids joined the youth team of Besiktas.

There are many talented kids who played football at all over Turkey. So we needed to reach out to these kids and especially their families, many of whom were not living in metropolitan areas. That’s why our campaign needed to create nationwide awareness and motivate all football fans to find local talents.

Divided into 5 phases, we used conventional media to reach mass awareness, while we used digital and social media to drive video uploads and voting by city-based targeting in 81 cities. The regional tryouts and the final game was broadcasted on Turkey’s biggest news channel NTV, helping us increase awareness. Videos uploaded by Vodafone users were voted by members of Vodafone Black Eagle program and regional tryouts were made by Besiktas Academy trainers in 7 regions. After the final game at Besiktas Vodafone Park stadium, the most successful children earned the opportunity to join the youth team.

Players Picked For Besiktas Youth Team: 9

New Talents Discovered: 4267

Total Number Of Votes: 58293

Total Views Of Uploaded Videos : 4895886

PR Value: 100+ Channels