DMEXCO

Vauxhall and Twitter Partner to Send Personalised Messages from Soccer Players to Fans

David Murphy

VauxhallVauxhall Motors has teamed up with Twitter to send personalised videos to football fans from players in the Northern Ireland, Scotland and Wales national teams, thanking them for their ongoing support. The individual targeting of the personalised content will be sent out on the platform over a two-week period.

The messages from football stars Including Scotland’s Matt Richie and Ikechi Anya; Wales’ Wayne Hennessey and Joe Ledley; and Northern Ireland’s Conor Washington and Stuart Dallas come as part of Vauxhall’s #GetIN campaign which launched this summer to support our national football teams, starting with a nationwide hunt for the ultimate #GetIN goal celebration ahead of the football in France.

"In a UK first, we worked with MySocialDatabase to create hyper-targeted audiences of football fans for a personalised campaign from Vauxhall” said Ted Littledale, technical program manager, brand strategy at Twitter. “By analysing the follower graphs of Twitter users we were able to find the true football fanatics on the platform. Custom audiences of these fans were then uploaded to the ads platform so Vauxhall could serve them this amazing personalised content from their heroes."

As official sponsor of the national football teams, Vauxhall Motors launched #GetIN as a platform for fans to show their support for their teams, celebrate the spirit of football and bring fans closer to the players giving them one off experiences and real #GetIN moments. The England team was apparently not available to take part in this campaign, but will feature in future campaigns.

“Using this new technology means we can bring this campaign to life and build excitement as we head towards Russia in 2018,” said Andrew Curley, head of sponsorship and events at Vauxhall Motors. “This is a UK first for Twitter to give true football fans a unique surprise. So far the feedback has been extremely positive and the amount of engagement we have seen has been fantastic.”