A game changer in the world of lubricants, Castrol wanted to bring their reputation to their partnership with the Premier League and target football fans across the globe.
Castrol have a broad target audience of category buyers who are fans of football, specifically the Premier League. Castrol wanted to use this sponsorship to acquire 20,000 quality 1st party data sign-ups and engage with them in future marketing communications. Alongside this, they wanted to use the award to build association and awareness as a Premier League Sponsor.
To target this audience, Castrol and the Premier League created a brand-new inaugural end of season Game Changer Award, hosted on the Castrol site.
A panel of experts shortlisted six players, but then gave the public a chance to vote on the greatest game-changing performance by a single player during the 2021/22 season. Castrol created a dynamic, data-capture friendly and compliant voting mechanic that could live in multiple markets – UK, USA, South Africa, India, Indonesia, Mexico and Malaysia.
The user experience team worked alongside design to create a visually stunning platform, making it as easy as possible for fans to cast their votes.
Promoted across the Premier League site as soon as the League finished, the Game Changer of the Season award generated nearly half a million users engaging with the competition and in participating markets, nearly 50,000 voted with 27,000 opted in to receive future Castrol marketing.