Reaching football fans mid-match, on the table and in the one room with no distractions.
England & Scotland football fans, tournament fixtures
Every day, Gary Lineker, Alan Shearer and Micah Richards settle the nation’s arguments on Netflix’s The Rest Is Football, but that same debate was already happening everywhere else: at the table, at the bar, on the walk to the bathroom.
Launching the show inside a major tournament summer meant getting into that conversation, not competing with it for a scroll.
Competing for attention
During a major tournament, brand messaging competes not just with rival advertisers but with the match itself. Fans are locked onto the screen, the pint and the conversation around them, leaving almost no attention available for traditional in-venue media.
Bringing on-air debates into the pub
We carried the show’s own on-air debates (“Beat Brazil, or beat England?”, “Current squad, or golden gen?”) straight onto beer mats and washroom panels, running UK-wide across England and Scotland for the full six weeks of the tournament.
Every mat landed a question the nation couldn’t agree on, dealt across the bar with every round, and every washroom panel held prime position at eye level, framed in the one moment of the night with no second screen to compete with.
