It was finally time for the European Football Championship, but the coronavirus was still raging and instead of gathering in stadiums, squares and sports bars, Swedes would be forced to watch the matches at home from their TV couches. For Unibet, the European Championship was the most important event of the year and they needed to find a way to reach through the noise during a championship that people would follow from their living rooms.
Watching football is not the same without company. The feeling of community is a big part of what attracts people to the sport. So what if Unibet could help fans avoid sitting alone and following the European Football Championship?
Our strategy was to take advantage of Unibet's ace up their sleeve: Glenn Hysén. Ambassador, influencer and living football legend. The solution was to use Glenn in a scalable and Covid-19-safe way. Thus was born the concept of "Order Glenn", where Glenn Hysén moved into the living rooms of Swedes - by cloning him as a life-size cardboard figure, and letting anyone who wanted to order him home for free from a landing page.
Results
Hundreds of Glenn figures were printed with Unibet-branded national team shirts and QR codes that linked to the odds and Glenn's personal favorite songs to get you pumped up for the matches. A week before Sweden's first match, the campaign was launched with a film on Unibet's and Glenn's social channels. The cardboard figures could be ordered via a landing page. First come, first served. Interest exceeded all expectations – on day 1 they sold out in half an hour. On day 2 it took 90 seconds. The order had to be closed and the remaining cardboard figures were raffled off among over 2,000 interested parties.
To further increase the spread, the lucky cardboard figure owners were asked to share pictures to compete for great prizes. In a final step, Glenn was also delivered to football-mad influencers and sports bars in Stockholm, Gothenburg, Örebro and Borlänge.