The 23-person England squad announcement for the 2019 FIFA Women’s World Cup in France squad was revealed socially through an FA multi-stage campaign throughout the morning of 8 May ensuring each player had their own special moment in the form of a personal celebrity video announcement.
The squad reveal campaign was first teased socially with the #BeReady hashtag ahead of the player-by-player roll out
#BeReady pic.twitter.com/urP1msBpzk
— Lionesses (@Lionesses) May 7, 2019
and also explained by manager Phil Neville on media partner BBC.
.@Lionesses boss Phil Neville has explained on @BBCBreakfast why they're doing things differently with their #FIFAWWC squad announcement… #Lionesses pic.twitter.com/XkWKPErUQT
— BBC Sport (@BBCSport) May 8, 2019
“We wanted each player to have a special moment when their name was revealed, knowing they are going to a World Cup, as I never did as a playe,” explained manager Phil Neville during a BBC film in which he outlined why The FA has chosen this unusual way to announce the squad.
“It is the biggest thing in their lives and something they’ve dreamed about. We have to make these players visible, we want everybody around the world to buy in to what will be the biggest Women’s World Cup of all time.”
The first famous face to make a squad announcement was Prince William, Duke of Cambridge (The FA President) who’s video congratulated Steph Houghton’s as the team captain.
Coming through your airwaves: the next player to be announced…
Congrats, @toniduggan!#Lionessespic.twitter.com/5ewxRWDA0L
— Lionesses (@Lionesses) May 8, 2019
HRH was followed by Greg James, Dan Walker, Nicole Holliday, James Corden, Alex Scott, Emma Watson, Anne-Marie, Olly Murs, Monki, Ellie Goulding, David Beckham, Jordan Pickford, Jamal Edwards, Nick Bright, Rachel Yankey, Katarina Johnson-Thompson, Raheem Sterling, Ian Wright, Kelly Smith, Alan Shearer, Clara Amfo and Chelcee Grimes who all did the honours to reveal the 23 England players heading to France this summer.
This group included stars of radio
Returning for her fourth @FIFAWWC.
It’s @JillScottJS8#Lionessespic.twitter.com/TJHE7GrONd
— Lionesses (@Lionesses) May 8, 2019
Mearps is in the building!!
Congrats, @1maryearps.#Lionessespic.twitter.com/AT0JmE98ER
— Lionesses (@Lionesses) May 8, 2019
and of television
France better be ready for the specs@Ellsbells89#Lionessespic.twitter.com/Bx4Zx8T1TH
— Lionesses (@Lionesses) May 8, 2019
as well as host of current/former players,
From one England no7 to another. @lilkeets #Lioneseses pic.twitter.com/4SuYS3PO7c
— Lionesses (@Lionesses) May 8, 2019
Get the rave on
Congrats, @klbardsley! #Lionessespic.twitter.com/n6e8lLNNTZ
— Lionesses (@Lionesses) May 8, 2019
The wizard returns@karenjcarney! #Lionessespic.twitter.com/NcalIbNtOY
— Lionesses (@Lionesses) May 8, 2019
Incredibly excited and proud to announce that fellow Gooner and Women's Super League winner @leahcwilliamson has made the @Lionesses @FIFAWWC squad! Congratulations Leah! #BeReadypic.twitter.com/zSNCDp1muM
— Ian Wright (@IanWright0) May 8, 2019
.@stanwaygeorgia
Congratulations on making the @lionesses squad, very well deserved. We are all behind you, bring it home girls !! #BeReady pic.twitter.com/zDGVmQQll1— Raheem Sterling (@sterling7) May 8, 2019
and celebrities from across the wider sport and entertainment space (including film stars and musicians)
You’re a Lioness, Demi!@DemiStokes #Lionessespic.twitter.com/6Lv66MYBFA
— Lionesses (@Lionesses) May 8, 2019
Our hearts skipped a beat
Amazing, @alexgreenwood! #Lionessespic.twitter.com/Kkf8MrM6jb
— Lionesses (@Lionesses) May 8, 2019
Announcing another act to the @FIFAWWC line-up..@keira_walsh #Lionessespic.twitter.com/dFt37imoUA
— Lionesses (@Lionesses) May 8, 2019
Get the rave on
Congrats, @klbardsley! #Lionessespic.twitter.com/n6e8lLNNTZ
— Lionesses (@Lionesses) May 8, 2019
Soooo excited to help Phil Neville announce the @Lionesses squad for the World Cup… Congrats @Abss_5 you are on the plane!!! Good luck to you & all the team, go and smash it #BeReady pic.twitter.com/m0NIp9nAtj
— KJT (@JohnsonThompson) May 8, 2019
With a bit of help from sports agency Pitch
We're kicking off this wet Wednesday with our very own Royal announcement. Who else will make the #Lionesses World Cup squad? Stay tuned today for announcements from some very familiar faces… https://t.co/kjmBZcrk8v
— Pitch Marketing Group (@pitchlondon) May 8, 2019
and the hashtags #BeReady#Lionesses#FIFAWWC#WorldCup
The squad reveal roll out campaign closed with a motivational social spot featuring manager Neville delivering a motivational team speech in which he states that ‘every single one of you’ is important.
We've been here before. But this time it's different.#BeReady // #Lionesses pic.twitter.com/a0W9alJEwT
— Lionesses (@Lionesses) May 8, 2019
Comment:
Following last year’s much admired team World Cup squad announcement film from The FA which aimed to remind the public why they are so passionate about and connected to the England team,
this year’s squad reveal for the Women’s World Cup takes a different, but equally effective tactic to make sure each player had their own special moment and to connect beyond any one soccer silo out into the wider worlds of entertainment and culture to try and maximise reach and engagement right across the country.
A very creative and clever response to the challenge – again.
Come on England!
Links:
The FA / Lionesses
http://www.thefa.com/england/womens-seniors
https://www.facebook.com/EnglandTeam
https://www.youtube.com/user/fatv
Pitch Marketing Group
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