To capture the imagination of junior football fans whilst instilling loyalty to the club and cutting through the myriad distractions encountered by 8- to 12-year olds.
Deliver compelling content using media that kids value and interact with, and provide content in multiple formats to stimulate pass-on and viral opportunities.
We created Bridge Kids, a quarterly magazine supported by a website that entertains, educates and engages kids. The digital execution allowed us to provide an ‘always on' destination for news, video, games and interaction. The content includes a player album with periodic card releases, training, skills and nutrition videos, news and games. Both platforms contain child-friendly bite-size information with a specially created Stamford the Lion character acting as a visitor host.
Average time spent per visit is over 6.5mins. Over 100,00 uniques in first 4 months. Over 12,500 authorised users. CFC Junior membership increased to record levels since launch.
"Chelsea FC is committed to developing the club on and off the pitch. By ensuring our junior offering ticks all the right boxes, we are securing our fan base for the future. John Brown's response has ensured that we have our junior fans right at the heart of the club." - Katrina McCreadie, Head of Brand, Chelsea FC