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Fans have more friends is built on a simple human truth: passion connects people faster than anything else. And just like that, strangers turn into friends in a matter of a goal, an overtake or a song, highlighting the power of fandom when it comes to spark new connections.
Conversion platform
If every fan you come across is a potential new friend, someone to share a new experience with, then you need to be ready at all times. And most importantly, never forget the beers. In this next phase of the campaign, we move closer to action. We remind fans that they are never truly alone, because every match, every encounter, and every moment can turn into an opportunity to connect. The message is simple: always be ready to welcome new friendships, with beers within reach. The conversion platform becomes the natural extension of the broader “Fans Have More Friends” campaign, turning the idea of fan connection into a real, immediate, and shared experience.
PR Launch
To launch the campaign and prove that fans truly have more friends, we found a real story, Joe’s. He is a football fan — a Liverpool supporter, to be precise — who recently moved to New York. Every time his team plays, he complains about having no one to watch the match with. More often than not, he ends up watching the game alone at home, or chatting online with friends watching from afar. So, with the help of his friend Zac, during Matchday 8 of the Champions League, we set out to prove that Joe was wrong.
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