Sports broadcasting is dominated by the cable stations, Al Jazeera Sports (recently rebranded

as BEin) and Abu Dhabi Sports.

YouTube is a massive medium across the Gulf, with, for instance, over 80% of the UAE

population visiting the channel and 35% accessing content daily.

We identified a tight audience of 240,000 football-obsessed teens and used targeted Facebook posts, YouTube advertising and influencers to reach them. Then we invited them to participate in the world's first high-rise football tournament, LVL UP.

A total of 32 teams participated, with 8 finalists. These teams themselves then distributed

content. Throughout the tournament, they acted as social beacons, sharing their story with their friends and

delivering organic views.

There are 240,000 teens interested in football on Facebook

We targeted them with a media budget of $100,000

Facebook reach was 2.7 million impressions

Average reach of each Facebook post was 73% of our total audience

Half a million views on YouTube

TV Interviews at the LVL UP event with Al Jazeera Sport & Abu Dhabi Sport reached an

estimated audience of 50 million viewers

PR coverage of the campaign reached an additional 3 million impressions

Finally, we achieved 58% sell-through of all FC247 stock in the UAE