20 local Liverpool school children, Egyptian striker Mohamed Salah and Liverpool FC worked with club sponsor Joie Baby on a joyful prank promotion celebrating the partnership between the Merseyside club and kids products brand.
The stunt, which is the latest edition of the ‘Kop Kids: in association with Joie Baby’ series, sees a group of young Liverpool fans from local schools taken on a trip to Anfield on the premise that they were entering a commentary competition (with a prize of meeting ‘The Egyptian King’ at a later date).
The pupils were all selected as part of Liverpool’s ‘Red Neighbours’ programme and oin pairs of two they were given microphones by the production team and invited to commentate on the team’s 4-0 win of Arsenal from earlier in the season.
And then they were given a surprise they could scarcely believe.
Watching secretly backstage, Salah waited for the right moment and the burst through a paper screen carrying an image of himself without any prior warning to surprise the startled children.
The initiative was then edited into a six-minute film amplified across the club and the sponsor’s digital and social channels.
The video also comes with Arabic, Thai and Indonesian subtitles to engage Liverpool fansd right around the world.
As well as on YouTube, the stunt was promoted across both the club’s and the sponsor’s digital and social channels,
So happy we could bring some "Joie" to these little @LFC fans meeting their big hero @22mosalah https://t.co/G6wXkEKeJ2
— Joie Baby (@Joie_Baby) March 29, 2018
Additional supporting work activating around the partnership deal spans the sponsor’s digital and social platforms.
Comment:
The astonished reactions of the kids are something to behold and are the be-all and end-all of this sponsor stunt.
Even the most hardened and sceptical of sports fans will smile with the joy of it all.
It was back in May 2017 that Joie Baby linked up with the club as the Official Baby Gear Partner of Liverpool Football Club.
(Well, if rivals Manchester United can have an official tractor partner and an official mattress sponsor, then why not?)
The aim behind the tie-up is to enable the brand and the club ‘help more parents around the world bring their kids along on trips big and small, journeys near or far’.
The alliance also includes a line of LFC branded products and a portion of the proceeds from this range will go to the Liverpool Foundation to help make amazing things happen in the lives of children and youth.
Links:
Liverpool FC
https://www.youtube.com/user/LiverpoolFC
https://www.facebook.com/LiverpoolFC
https://www.instagram.com/liverpoolfc/
https://dugout.com/boxsets/boxsets-liverpoolfc
Joie Baby
https://www.facebook.com/JoieBaby/
https://www.pinterest.co.uk/joiebabyglobal/
https://www.instagram.com/joie_global/
https://www.youtube.com/user/JoieBabyGlobal/
