The partnership, planned and developed by OMD UK, is a signal that Dream Team’s off-platform reach of 5 million people a day and its deep engagement within a hard to reach demographic, made them the prime partner for Doritos “Stick or Kick” challenge campaign, says News UK.
Dream Team and Doritos have worked together to create the campaign centred around YouTube star Spencer FC who has over 1.4m YouTube subscribers, and regularly records views of over 3 million on his videos. Spencer brings to life the online “Stick or Kick” game with a real life penalty shootout, and the pressure of Doritos themed forfeits should he miss.
In another first for Dream Team, Snapchat specific branded content has been designed for use on The Sun's new Snapchat Discover channel. Videos promoting the “Stick or Kick” game will sit across all Dream Team platforms including dreamteamfc.com, YouTube, Facebook and Twitter. The video has already received over 390,000 views in the first 48 hours since release, and the campaign #StickorKick hashtag was trending in London and Manchester.
Dream Team FC claims to have 1.25 million managers, and in the last nine months has recruited a new video, social and editorial team and has grown into a multi-platform brand. The site has seen steady growth over the past year, and metrics show that 6 million 18-30 males go to dreamteamfc.com each month for entertaining and shareable football content. Dream Team’s Facebook page has a daily reach of 5 million and finished the 15/16 Premier League season with 1.7 million likes, says News UK.
David Robinson, Director of Betting and Gaming, News UK said: “This partnership with Doritos is an exciting project, showcasing the growth of Dream Team, its multi-platform capabilities and its ability to reach engaged audiences. It is a credit to the team who have consistently created exciting, funny and shareable content."
Harry Burt, General Manager of Dream Team said: “Nothing brings the country together like a major football tournament, and Dream Team FC will be leading the social conversation with our unique fan content and leading fantasy football competition. We're excited to continue to innovate in video with a great partner like Doritos.”
Andrew Hawkswell, Senior Brand Manager, Doritos and Premium Sharing said: “To amplify the Doritos “Stick or kick” promotion, we worked with OMD to identify a partner who would help Doritos build an association with our audience’s key passion point of football, and Dream Team were a stand out choice. Not only did they offer a blend of native editorial and relevant display placements, but in Spencer FC they also identified talent who could create compelling content which is entertaining, relevant & sharable.”
