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Audience Intelligence, Brand Identity, Style Guide, Digital Strategy, Digital Media, Social Media, Creative, Content, Production, Events, Promotions, Inter Milan FC, Internazionale Milano, Case Study, Sports Marketing
The 100+ year-old storied European soccer club F.C. Internazionale Milano (a.k.a. Inter, Inter Milan) had a vision to build a foundation for continuous growth in the digital world and a mission to expand the team’s global fan base beyond Italy.
The name of the club derives from the wish of its founding members to accept foreign players without limits as well as Italians. This has led to a devoted international fan base with little more than players, games, and gear to grab onto.
Create consistency in the team's identity and communications outside of Italy. Drive the new creative direction, develop ownable content, and help fans to better identify, connect, and bond with the team-- no matter which continent they reside.
We started by defining Inter in a brand book and style guide that extended to a social guide. Then, we developed a digital strategy assessment and roadmap to best acquire fans and create revenue streams. Simultaneously, we created a ton of content.
Created and produced in multiple languages by our team to run globally.
To introduce the new team jersey, we needed to find a unique way to generate awareness, interest, and sales of the jersey that would meet the high standards of Nike and low budget parameters. Learn what we did.
With a hastily planned friendly match between Inter Milan and Club Estudiantes de La Plata (Argentina) at Red Bull Stadium outside New York City, we helped to drive attendance, ticket sales, and sponsorships for the event. One part of that included an endearing and inspiring activation with Western Union that we created and produced.
Grew social media following in first 6 months without aid of paid social media (includes Facebook, Instagram, Twitter).
Grew social media following in first 18 months without aid of paid social media (includes Facebook, Instagram, Twitter).
New followers on Weibo.
New followers on WeChat.
Increased fan engagement across Facebook, Instagram and Twitter-- growing faster than competitors.
Generated 10% more social engagement on Facebook from Inter followers who total 25-percent of AC Milan followers.