Tapping into passion points outside of football – like music, tech, travel, lifestyle and fashion – would expose Chelsea FC to new audiences.
So how did we create a story that got people talking? First, we had to find the narrators. Scouring social media for the right influencers, we found travel vlogger George Benson, who was already an avid Chelsea fan, and lifestyle and fashion influencer, Steve Booker.
To be honest, Benson and Booker weren’t that similar as far as influencers go, but that was the point. Plus Chelsea FC had never worked with social influencers before. To find new ways to tell the football club’s story, we needed new storytellers.
Pairing Benson and Booker on a road trip from London to Barcelona, the duo shared stories which fans could follow via #KingsRoadToCampNou. Our creative team then put together two trailer films in three days, with the wrap-up video posted on Facebook right before match kickoff.