Cold wet feet are as much a part of football folklore as blind referees and the magic sponge, so when SealSkinz Sport asked our outdoor PR team to promote the world’s first waterproof football sock we were over the moon.
To create media interest we commissioned research with football players who said wet weather and wet feet are the number one cause for poor performance. The results were used to create a news ‘hook’ for sport’s trade press, football magazines and blogs, national newspaper and broadcast sports correspondents plus football commentators. Product samples were also sent to interested journalists along with the opportunity to interview the sock’s creator.
In the build-up to Christmas we also positioned the sock as the ideal gift for a football-mad husband, boyfriend or son, gaining coverage on the all important gift pages that feature in every glossy magazine and national newspaper.
An impressive 36 pieces of coverage were generated including a live interview with SealSkinz managing director on the BBC Radio 2 Chris Evans show and coverage in the Independent, the Daily Mail and The Star. To top it all Sky Sports ran a feature on the sock on Soccer AM. The campaign created 16,076,346 opportunities to see and £275,000 worth of PR value.