Our Dream Team campaign was based on the insight that fantasy football players often betray the teams they support in real life by picking stars from their hated rivals. Knowing the audience inside and out – from who they support, to who they selected last season – we developed a strategy which created a sense of urgency (to create a team in time), while remaining true to Dream Team’s cheeky, football-loving tone of voice. From Chelsea fans to Manchester United supporters, participants were reminded that it's OK to secretly cheer when a Tottenham player scored. Harnessing the campaign's insight on social media, we asked players to share their "infidelities" with us for the chance to win a football shirt. This, as well as an incentive-led email strategy, helped the business overcome a seismic change in the way customers join Dream Team – the need to input credit card details for the first time.

BUSINESS

The campaign acquired 636,596 Dream Team players, +6.09% on the 600,000 target

Demonstrating the strength of our email and social strategy, 94,923 of the 636,596 players were chairmen (creators of leagues for their friends) – a 23.3% uplift

Acquired 14,557 paying premium players (who pay for extra teams to play with) – 38% above our ambition

Over 30% of players engaged with Sun+ and Sun Goals, increasing usage by 678%

SOCIAL

Social campaign generated 16,709,762 impressions across Facebook and Twitter

#DTconfessions trended for the first three days of the launch period (1st August – 3rd August), reaching 5,948,800 people

Achieved 12,195 Facebook engagements and 59,779 Twitter engagements

Facebook fans grew from 98,037-102,707 (+4.95%) and Twitter from 95,571 to 100,016 (+4.88%)