Branded entertainment allows the brand an opportunity to communicate their product and image to their target audience in an innovative and original way. Whether it be through an experimental live event or interactive web campaign, the brand can showcase their product in an interesting and exciting way. This campaign was broadcast live on the internet so there were no restrictions imposed by any regulating bodies.

Through a London City Centre Takeover and live broadcast event, the #StrongerTogether partnership between PUMA/AFC was announced to a global online audience.

The aim was to communicate a deeper understanding of the club’s values to its fans and invite the club’s fans to be a central part of #StrongerTogether.

The campaign expressed how each kit is #StrongerTogether as a trilogy and the aim was to make Arsenal the envy of other Football Fans, and increase perception of the PUMA brand and its understanding of fan culture in Football.

- 50 Journalists and bloggers attended the live projection event

- PR Recall +54%. Net Reach 224m.

- The YouTube live stream had 75,000 simultaneous viewers and 330,000 total views.

- The video received 1.14m views online in 5 days.

- Puma.com had 133,000 unique site visitors, with over 193,000 page views.

- 80% audience retention on individual shirt stories

- Twitter: 2.27m impressions, 208,000 clicks and 81,000 tweets. 61,000 uses of ~Stronger Together

- Facebook: Over 102,000 digital engagements

- Instagram: Record-High PUMA favourites and Comments with over 73,000 digital engagements

- 41% of views from target audience of 18-24 Males. Inn Stream Ads had a website CTR of 14.7%, 80% of in-display viewers watched +1 Puma/AFC Video content, leading to 90,000 earned views

- Arsenal Sales made up almost a third of Puma’s entire Licensed Football turnover since the launch and until end of quarter 3 in 2014.