Community Shield Curtain Raiser

07 Aug 2017

McDonald's Community Shield Award Winners

It was a busy weekend for Red Consultancy as we coordinated media relations and captured social media content at The FA Community Shield which is supported by our client, McDonald’s.

The FA Community Shield at Wembley is not only the football season’s traditional curtain raiser, but also the stage for presenting the winners of this year’s FA and McDonald’s Community Awards which celebrates volunteers, coaches, clubs and leagues throughout England whose hard work ensures the ongoing success of grassroots football in local communities. 

Much of our day was spent managing the schedules for eight McDonald’s football ambassadors including Sir Geoff Hurst, Ryan Giggs, Casey Stoney, Martin Keown and Coleen Rooney.  Activity ranged from media interviews, award briefings and photography to vlogger interviews and content capture. We also secured 16 ambassador interviews with the likes of Metro, Daily Mail, Daily Mirror, Reveal and PA in the lead up to the event plus hosted seven national media on the day itself.

Away from media relations, we facilitated a wealth of content capture opportunities during Sunday’s event.

Ryan Giggs, Sir Geoff Hurst, Jack Rutter and Coleen Rooney conducted short interviews to capture soundbites and content for McDonald’s website and social channels.

We secured and hosted two Arsenal and Chelsea vloggers at the event who were granted a range of unique behind-the-scenes access opportunities which generated over 30 social posts across Instagram, Twitter, YouTube, Facebook etc.  

We also managed tweets throughout the day from @BetterPlayUK (McDonald’s official grassroots channel), covering the build up to the Community Shield and each Community Award winner as they were announced, plus retweeted content from the vloggers and ambassadors.

Post event, the focus has now moved to securing regional coverage around those that took part in the event, including all the Community Award winners, the Player Escorts and the local football teams that took part in a team parade before the match kicked off.