Skopos London were asked by the client (Arsenal FC) to establish the best options and practices for implementing digital marketing strategies with football fans, and in parallel, to establish from a professional viewpoint who best to work and partner with on these.
Skopos London implemented a combination of large-scale online survey research with fans, and smaller scale – but more detailed – telephone-depth interviews with the advertising industry. All questionnaires were designed in partnership, with all fieldwork and analysis conducted by Skopos London.
Careful quantitative and qualitative analysis uncovered the key aspects of digital ad strategy, media (brand/site) choice, implementation and design for Arsenal fans – along with partnering options for this evolving digital strategy, including both advertising and social media.
