Insight

Case Study – The Damned United

Connections

Product: This is not just a film about football. It’s also a film with great 70’s nostalgia, a formidable central character in a challenging situation. Our Product: Our trusted football editorial team knew the people involved first-hand, and had reported on it Our Readers: As intelligent football fanatics they would remember and aspire to the Cloughie era of football. They also engage in fantasy football and commentary

Promote The Damned United to the broadest possible audience, utilising Clough’s character as the central pull, and make its opening weekend a success.

Key measures of success: •  Cinema takings on the first Weekend •  Positive awareness across the TMG portfolio •  Engagement and excitement around the topic

The Brief

Rewards •  Over 60,000 page views across a three-week period •  More than 35,000 plays across the four pieces of video produced for the site •  2,500 core fans and influencers entering the game to choose Clough’s best 11

players "The proposal and subsequent campaign we received from Telegraph Create

demonstrated an understanding that we needed to engage people both imaginatively and intelligently. It worked on so many levels, provided great value, and was an important part

in making the film such a success." Stuart Williams (European Marketing Director, Sony Pictures Releasing)

Contact Create For more information on creative solutions with The Telegraph, call the team on 020 7931 3369 or email jon.tickner@telegraph.co.uk

Use the full power of the Telegraph editorial team to obtain the biggest possible list of expert and celebrity contributors. Then take all the key Telegraph Media Group platforms and play to their strengths, to create a thoroughly absorbing, authoritative campaign, full of infectious enthusiasm.

We also wanted to get people thinking, so we devised an All-Time Clough’s 11 game, and bolstered this with loads of engaging content in several formats.

The ethos behind the idea was to demonstrate that we, the Telegraph, loved this film.

The Idea ‘Celebrate the man and the myth’

From a central hub online, the Telegraph showcased: •  An All-Time Clough’s 11 game •  Exclusive interviews with fans, film stars and special guests •  A Something for the Weekend Telegraph TV special •  An archive to show the story it as it happened for real •  Clough’s quotes •  The film trailer •  Video interviews with the Michael Sheen •  And much more.

In-paper there was a consistent presence in Sport, building passion for the film through insightful editorial, fully integrated into the product by using powerhouse Telegraph names, with cross-referencing to further drive online.