Enterprise Rent-A-Car came to Bleacher Report wanting to promote their UEFA Europa League sponsorship during the 2020-21 season and reach a young and engaged football fan audience with bold and culture-defining content. Our "Mission: Create" campaign saw Enterprise own Europa League content across B/R Football social and app channels, inclusive of a creator-driven branded content series, and a dynamic, real-time approach to reactive social storytelling. The partnership represented B/R Football's biggest international deal to date, and resulted in remarkable performance success, both in terms of traditional reach metrics and audience behaviour reaction, as measured by a third-party brand study.
Our challenge was to move away from traditional branded content and sponsorship avenues explored previously by Enterprise - whilst making the Europa League relevant to a new generation of fans - and tying our creative storytelling into key themes/moments from each stage of the Europa League. Also had to drive consideration in Enterprise Rent-A-Car’s mature markets whilst building brand awareness in challenger markets.
Our partnership approach used the power of B/R with multiple points of engagement. We convinced Enterprise to trust our creative vision - and our editorial voice to deliver record breaking results.
For Branded Content we partnered with a network of creators to deliver the ‘Every Mission Matters’ campaign through fresh and exciting lenses to curate viral story telling that naturally tied into each stage of the Europa league.
For Social Storytelling - a series presented by Enterprise Rent-A-Car across B/R Football social channels. ‘Mission To The Final’ was natural aligned to Europa League narratives through premium storytelling that drove excitement ahead of certain rounds and reactive pieces after other rounds
We made the Europa League matter —transcending the notion that it's a less compelling tournament, by focusing on compelling narratives, and creating authentic content that resonated throughout fan culture - delivering record breaking results
A Bleacher Report first in working with creators collaboratively to create stand out content for our channels
All posts & episodes delivered above and beyond vs B/R Football benchmarks.
152% Delivery
The campaign saw our highest positive sentiment for any previous partnership - whilst delivering content that differed for each mature and challenger markets.
2 x pieces of Content were our most organically viewed sold IG & FB videos ever
1 x Piece of content was our most viewed sold IG Story ever
CLIENT FEEDBACK:
James Stoeppler, Vice President of European Marketing at Enterprise
" 'Every Mission Matters' was one of Enterprise Rent-A-Car's most ambitious UEFA Europa League campaigns to date. Partnering with Bleacher Report allowed Enterprise to own a large share of the Europa League voice across B/R's highly engaged digital channels throughout the knockout stages of the competition. Crucially, B/R were able to amplify their campaign across multiple European markets, providing our local teams with media value across the most important part of the football season. "