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Best Creative Solutions Led / Content Marketing Campaign

Congratulations to The ESPN Luck Index who are the winners of Best Creative Solutions Led / Content Marketing Campaign


Your ’Elevator Pitch’

  • The ESPN Luck Index powered by Intel captured media and fans’ imagination, putting both brands at the centre of the sports news agenda just days before the new Premier League season. It generated an amazing response:
    • more than 150 pieces of media coverage
    • comment from Jurgen Klopp
    • a social conversation which continued for weeks
    • Reach: 43.6million
    • Media value: £950k
  • The activity transcended sports media, covered by outlets as varied as Forbes and the BBC News homepage
  • It perfectly balanced the requirements for a commercial campaign to entertain and engage readers while still delivering key marketing messages


Target audience

Football fans index highly as PC considerers, but they are also cynical, passionate and tribal, and increasingly aware of branded content. Therefore it was vital to ensure the work was robust enough to stand critique and add value to the fan experience.


Tell Us The Story

  • No one wants to discuss processing capabilities. Demonstration is considerably more effective in communicating Intel’s value, so the campaign had to get people excited. Ultimately, computing has the power to solve mysteries, and the unpredictability of the beautiful game transfixes billions around the world, with millions following it on ESPN.
  • Football is full of clichés that are often accepted and rarely scrutinised. “These things even themselves out over the season” is the stock response to claims of luck – but is it actually true?
  • The Luck Index was the perfect demonstration of Intel’s processing power – an ambitious project to reassess an entire season, which had never been attempted before.
  • Working with experts at the University of Bath, ESPN and Intel analysed footage from every single game in the 2017/18 Premier League season, compiling every major lucky incident (incorrect red-cards, offside goals etc). Then, using cutting edge data and mathematical modelling techniques, each game was simulated 100,000 times to discover what the result would have been if the lucky incident hadn’t occurred.
  • This revealed how lucky each team had been, and produced an adjusted Premier League table, showing where teams should have finished.
  • From a wide range of findings, the headlines were:
    • Liverpool were the unluckiest team, and missed out on 12 points due to bad luck
    • Man United were the luckiest, and gained six additional points thanks to luck – they should have swapped league places with Liverpool
    • Stoke should have stayed up, and Huddersfield should have been relegated.


The Results

  • Multi-platform marcomms strategy targeted fans across various touchpoints
  • On and its app, editorial coverage introduced the concept and dissected the results
  • Beautifully designed microsite hosted the results, top stories and detail behind the research
  • Geo-targeted online ads used club-specific headlines depending on the browser’s location
  • Humorous digital out of home advertisements outside Premier League stadia featured bespoke copy reflecting the research’s results
  • Phenomenal media response – more than 150 pieces of coverage, including the top story of the homepage, The Sun, Sky Sports and SportBible
  • Reach: 43.6million
  • Media value: £950k
  • Liverpool manager Jurgen Klopp was even asked about the results
  • Fans immediately began referring to the ESPN Luck Index on social media when discussing controversial moments in games


In Partnership with


In Partnership with

AOP - Association of Publishers