For the eagle-eyed amongst you, Tottenheim Hotspur isn’t a typo: this is the story of how Synergy helped Betfair hit the headlines in the build up to the 2012 UEFA Champions League Final…
Tottenham Hotspur ended their Premier League campaign with a 2-0 victory against Fulham to seal fourth place. This would usually result in a UEFA Champions League place, but Spurs fans faced an agonising week-long wait to see if they’d be rubbing shoulders with the cream of European football. If Chelsea made history by beating German giants Bayern Munich to lift the Champions League for the first time, then Spurs fans would instead be tuning into Channel 5 on a Thursday evening for the UEFA Europa League. The equation was simple: Spurs needed Bayern Munich to win at all costs, and so half of North London became German for the week.
Whilst Spurs fans nervously scrubbed up on their Deutsch, restocked their fridges with Holsten Pils and prepared the schnitzel in support of their Bavarian brethren, Betfair gave them a helping hand by producing a unique limited edition range of Tottenham Hotspur coloured lederhosen, for those fans wishing to go the extra mile.
Following a number of calls to bemused suppliers, some suitable lilywhite and blue lederhosen was eventually sourced, and Synergy’s PR team headed to White Hart Lane to bring the idea to life.
The images were released to national and London media and received a brilliant response. The Evening Standard embraced them with the headline of “Hose the Daddy”, while the Daily Star went for “One Size Fritz All.”
The campaign went down a treat across social media channels, with the @Betfairsports Twitter feed running a competition for fans to win a pair of lederhosen by completing the lyric of the Bayern Munich song.
The activity was a great example of what is possible when PR tactics pre-empt the news agenda, with the Synergy PR team delivering a very successful, cost-effective campaign for Betfair within the space of a few days. Although sadly for fans of traditional German dress, the Chelsea win on penalties means that the lederhosen are unlikely to make an appearance in the stands at White Hart Lane next season.
By David Gerty on May 31st, 2012