Case Study : Bolton Wanderers
Utilising the Clubs rights to all Premiership footage featuring the team, ILC Media proposed a series of DVD’s commemorating Bolton Wanderers tenth anniversary of residency at the Reebok Stadium.
Bolton boss, Sam Allardyce was involved in the selection of a list of his most memorable matches played at the stadium, from which fans were encouraged to vote for their top five, to be released as a series of DVD’s.
Entitled ‘Reebok Classics’ the first DVD in the series was released in April 2007 with subsequent titles in the range entering the market over the following five consecutive months.
As a relatively straightforward production, ILC Media combined match footage with post match reaction, and filmed exclusive new content with Bolton Manager, Sam Allardyce for each release. The simplicity allowed the product to retail at a budget RRP of £5.99 per title, with the final disc in the series selling at a premium rate, reflecting the special edition extended content.
Utilising the Clubs’ official website we were able to generate interest from fans at an early stage, creating involvement that allowed the consumer group to influence the result of the vote that determined the most popular matches to be released on DVD.
Implementing a pre-order campaign that encouraged fans to order at an early date with the incentive of appearing on a Fans Roll of Honour featured on the final release of the series, we were able to generate early sales and increase awareness of the range.
Using all available club channels, the campaign targeted the core consumer group via advertising in match programmes, magazines, website, and stadia screens. Followed up by an email and post direct marketing campaign, working with the Club, we were able to generate awareness of the series and early sales.
An ILC Media led regional PR campaign was also implemented, encouraging fans to respond with memories of the individual matches, which again helped to raise awareness and encourage interest from the core consumer group.
Titles Available in the Series
Release 1 OUT 21/04/07 - Bolton 3-1 Arsenal
- 25-11-06 – Anelka’s first goals in Premiership for Bolton
Release 2 OUT 26/05/07 - Bolton 2-1 Middlesbrough
- 11-05-03 – Victory keeps Bolton in the Premiership
Release 3 OUT 30/06/07 - Bolton 5-2 Crystal Palace
- 02-05-98 – Looked to have kept Bolton safe
Release 4 OUT 28/07/07 - Bolton 2-2 Leicester
- 29-12-01 - Down to nine men 2-1 down last minute goal
Release 5 OUT 04/09/07 - Bolton 5-2 Aston Villa
- 21-01-2004 – League Cup Semi Final victory