THE BRIEF

Every year the Premier League runs live fan park styled events in conjunction with NBC and invites all partners to activate their brands. 

Avery Dennison asked DSM for a plan to engage fans at the event and online, to engage new audiences, develop relationships with Premier League clubs, as well as engaging content for media and social media platforms, and Avery Dennison’s channels. With the objective of raising awareness of Avery Dennison as the Official Names and Number Supplier of the Premier League, showcasing them as a creative brand and creating a conversation around names and numbers with fans.

ACtivatioN

DSM coordinated Avery Dennison’s activation in Austin and hired Texas based FIFA influencer, Jesse Fangs, to host the event and engage with fans, while encouraging followers to follow Avery Dennison’s channels. DSM also  hired Mexican influencer, Ivansfull, to support Jesse and host for US and Mexico based Mexican fans.

The mobile lab was set up for fans to bring their Premier League shirts to be customised with their chosen player. DSM helped design the lab to suit the needs of the staff based on previous activation experiences.  Fans had the opportunity to post their customised shirts on social media to try and win an exclusive, limited-edition, Texan themed shirt, and be added to the draw to win a trip to a Premier League game of their choice. 

With football legends, Tim Howard, Alan Shearer, Ashley Cole and Shaun Wright-Phillips available, DSM arranged customisation of their former club shirts and interviews with host Jesse Fangs for social content.