CASE STUDY

Rebranding US Soccer

01

Goal

When the United States Soccer Federation (USSF) committed to rebranding one of its most famous symbols, the red, white and blue crest sported by both the men’s and women’s national teams, they needed a helping hand to make it stand out; this where Strivr and Talespin comes in. By employing Google Cardboard, a VR promotional video featuring the United States of Soccer Federation scarf.

Quicktake:

1.  In effort to rebrand their crest, the USSF used VR to bring the fans and supporters closer to their brand through a 360º promotional launch video.

2. Considerations included needing a more immersive, interactive marketing strategy than traditional online media / press launch.

3. The VR video was packaged into a VIP gift box along with a special Google Cardboard viewer that was then sent to 10,000 club supporter and academy players to unveil the new brand.

4. First of many VR videos coming from USSF to bring their fans and players closer together.

02

Strategy

By exploring more innovative, interactive avenues for exposure among a young, online audience, the USSF committed to the usage of using 360o video, through Google Cardboard, to boost the effectiveness of its marketing reach and bring the players closer to their fans. Through employing the flexibility and creative capacities of immersive 360o video, the USSF will engage with a younger, sport- orientated audience that relates to the creative, bold and entertaining aspects of VR, over traditional media outlets.

03

Timeline

4
weeks

Gift packages arrived on the doorsteps of 8,000 registered club supporters and 2,000 development academy players on Monday morning, in time for a Monday afternoon VR promotional video release, only 4 weeks from when Talespin was engaged.

04

Outcome

The USSF, in partnership with Strivr and Talespin, developed a full VR promotional video campaign that was expertly delivered to a global audience. Being immediately accessible, the video campaign, in conjunction with nationwide merchandise delivery, exponentially broadened the exposure of the rebrand, way beyond the capabilities of traditional, local media methods.

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