Data meets devotion
The marketing and strategy behind the work
Are the fans themselves the reason their team wins or loses?
We love exploring the unique and creative work in the industry. We’re also interested in the thinking, behaviour and strategy behind it. With the first issue of CORE, our Strategy & Marketing series, we’re focusing on exactly that. The insight behind the work and why it works so well.
With its "Expected Jinx" campaign, Xbox taps into one of football’s most irrational but widely shared beliefs. The idea that fans themselves might be the reason their team wins or loses.
Created by Edelman in partnership with Opta, the campaign uses probability data to determine if they are the reason for their football team’s poor form.
As an avid sports fan and player for pretty much all of his life, our Planning & Strategy specialist Jack has also had some bizarre superstitions over the years! It’s this that makes this campaign really resonate. Providing deep fan insight and blending creativity and data nicely, with clever use of Creators.
The Result
This is a campaign that transforms passive audiences into active participants.
By using data to validate or challenge fan superstition, it gives people a reason to engage beyond just watching. Something to test, share and debate with each other.
We love how data can be used in a way that feels human, stepping inside the fan mindset. It builds on a truth that already exists in how people experience sport. It’s the difference between something people notice and something they actually join in with.
Watch the campaign here: Xbox / Expected Jinx
Read the full issue here: CORE Issue 01
Work chosen by our specialist Jack Pulley (Planning & Strategy).
It’s this that makes this campaign really resonate. Providing deep fan insight and blending creativity and data nicely, with clever use of Creators
