Football Digital Solutions | 96 Digital - Fan Engagement & Digital Transformation

Arsenal FC

Activating Passion: Arsenal's Asia Tour in Vietnam

Vietnam

In a strategic move to strengthen Arsenal FC's presence in Asia, we orchestrated a comprehensive activation of their Vietnam tour. Our initiatives encompassed high-profile PR events with club legend Freddie Ljungberg and a dynamic digital campaign titled "Prove Your Arsenal Passion," culminating in Vietnam's resounding victory in fan engagement.

Challenges:

Cultural Engagement: Tailoring events and digital content to resonate with Vietnamese fans.

Logistical Coordination: Managing media, security, and transportation for a seamless tour experience.

Digital Activation: Creating an interactive campaign to ignite and measure fan passion across multiple countries.

camera shot of Freddie Ljungberg in Vietnam

Freddie Ljungberg taking questions at Arsenal soccer schools

Solutions:

PR Events with Freddie Ljungberg: Coordinated a series of events across Ho Chi Minh City, including press conferences, youth webcasts, embassy engagements, city photo shoots, soccer school sessions, and exclusive fan parties, ensuring extensive media coverage and fan interaction.

"Prove Your Arsenal Passion" Digital Campaign: Developed an 8-week Facebook app-based competition to determine the most passionate fanbase among Vietnam, Japan, and Indonesia. Fans contributed points through posts, with top influencers winning trips to London to watch Arsenal play.

Localised Microsite and Partnerships: Launched a microsite for competitions and traffic generation, partnered with leading online media platforms for news dissemination, and collaborated with local supporters' clubs for social media amplification.

Vietnam Facebook and microsite screen design

Outcome:

Viral Fan Engagement: The campaign achieved over 800,000 shares and comments, with fans enthusiastically sharing prize photos, amplifying reach.

Victory for Vietnam: Vietnam emerged as the winning country, with 13-year-old Dang Tien receiving the grand prize—a dream trip to the Emirates Stadium with his father.

Client Satisfaction: Our efforts were lauded for making the digital campaign in Vietnam a standout success among the participating countries.

What Our Partners Say

“

Can extend my great appreciation to the team. Your guys’ excellent work made our digital campaign in Vietnam a great success, ranking No.1 among the three countries as we initially planned. I am very confident that we should work together again in near future. Look forward to seeing you guys again soon