TLA Worldwide Credentials TLA Global Creds & Case Studies_May2019_PRINT | Page 34

EMIRATES SPONSORSHIP LEVERAGING - #RACETOTHEEMIRATES
Concept Facebook Live
TLA created a socially-led activation that drove
user engagement before and after the activity that
would promote Arsenal’s Global Tour in Sydney and
their relationship with Emirates. TLA formulated
the #RacetotheEmirates, where 200 fans had the
opportunity to win a trip to watch Arsenal play at
Emirates Stadium in the U.K. by uploading selfies
taken with players to social media. Players were
revealed at the start of the event to be waiting in four
locations around Sydney via Facebook Live. Fans were
required to track down the players, get their photo,
post to social media and race back to the finish line. Facebook Live was the platform for revealing the location of players at the
start of the event. TLA shot and produced a 10-minute content piece which
was then uploaded ‘as-live’ when players were finally in position. This allowed
for a low-cost, pre-approved piece which fans were still able to engage with
as if it were uploaded to the live platform.
Facebook Live Piece
with comments/reactions
The End Result
A high-impact, highly-engaged 90” content piece showcasing the event,
hosted on Emirates and Arsenal Social Channels.
Content Piece
KEY RESULTS
2.27
million
people reached
organically
462,000 26,220 500,000+ 13,000
FACEBOOK
views reactions
comments &
shares combined views to
date Emirates &
Arsenal
Social Channels reactions,
comments
& shares