Philadelphia Soul Arena Football

The best arena football team in the United States: born and raised in Philly.

The goal was to grow the Soul’s online following and cultivate their Facebook community into a long-term asset. Our strategy was to humanize the organization by creating Facebook accounts for all of the Soulmates (cheerleaders). The inherent like ability of the Soulmates brought fanbase up to 60k followers and counting. Additionally, a fan blog was created where die-hard Soul fans can catch up on news and event s.

Objective:

  • Create hype around the road to the 2012 ArenaBowl
  • Get fans more involved with the players using Facebook and Twitter
  • Cultivate the Soul’s online community into a long term asset

​Actions Taken:
We humanized the organization by creating Facebook accounts for all of the Soulmates (cheerleaders), star players and coach Doug Plank. Their Facebook and Twitter accounts were used to keep people informed and engaged with the team. We posted in-the-action game photos, pictures of fans’ tweets that were put on the jumbotron, and engaged followers in public conversations using @replies. These actions were crucial to fan retention. The Soulmate accounts were also used in conjunction with the Soul fanpage to promote events, deliver blog content, advertisements and run the “trip to New Orleans” contest where two lucky fans won a free trip to the ArenaBowl.

​Additionally, a PhillySoulNation.com fan blog was created where daily content is posted discussing player updates, game synopsis and team information.  All content was created independently by fans. This is where die-hard Soul fans can catch up on their favorite Philly sport team.

 

​Result:
Fan attendance and merchandise sales increased more than 50% over the previous season as a direct result to the social media effort. The Soulmate campaign alone tripled the Soul’s Facebook fan base to 60k followers in less than a year. However, arguably the most important result of the work done is a solidification of the Soul’s fan base.

 

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