Brief: Investment management group Brooks Macdonald called in Square in the Air for a social media and PR campaign around the renewal of their sponsorship of Middlesex County Cricket Club, which also coincided with the T20 London Derby between Middlesex and Surrey. They also returned to SITA when Middlesex were named champions at the end of the season to get the most out of the success.
Result: In the space of only a few days, SITA were able to boost Brooks Macdonald’s Twitter followers by 44%, engaging with Brooks Macdonald’s existing fan base, as well as being followed by a number of players and journalists. Helped by engaging video content filmed at Middlesex training, as well as competition giveaways, a stats-led infographic, and live tweeting from the match, Brooks Macdonald were able to gain maximum exposure for their sponsorship announcement. SITA were also able to place an interview with Eoin Morgan (on behalf of Brooks Macdonald) on the Metro’s website.
When Middlesex won the County Championship, Brooks Macdonald appealed to SITA to help make the most of the celebrations. Thanks to another social media campaign, which included exclusive video content with the victorious players, an infographic rounding up the season, and a competition, Brooks Macdonald were also able to have some successes of their own, with plenty more engagement and followers added on Twitter.