160over90 was set the challenge of amplifying the FIFA 20 Future Stars beat, a moment in the FIFA cycle that celebrates the brightest young prospects in football by boosting their in-game rating to reflect their future potential. By its nature, Future Stars is a beat that resonates strongly with core FIFA players, but we were tasked with targeting the ‘fearless creator’; the youthful, modern and connected football fan.
We recruited four of this year’s Future Stars in Mason Greenwood, Fikayo Tomori, Ismaïla Sarr and Max Aarons to creatively tell their breakthrough stories across owned, earned and paid platforms.
Working in partnership with the Premier League, we produced a hero asset exploring the background to their careers, following the paths that they’ve taken on their journeys to the top. We also leveraged the channels of each player, through crafted bespoke edits telling their individual stories.
Driving earned media, we partnered with fashion publisher FootAsylum to uncover what life is like off the pitch for these new footballing young guns. Through a dedicated Future Stars series, ‘A-Car-Pella', FootAsylum unravelled the fashion and music tastes of each of the players, driving our message beyond just a core FIFA fan.
Finally, we worked with each of the players' Premier League clubs, leveraging their platforms by creating tailored content to rally support behind their breakthrough prospects.
- 2.6m content views across the campaign
- 977k social engagements across the Future Stars assets
- 519k views of the A-Car-Pella series
- 44 pieces of earned coverage across the campaign
- Content views across the campaign
- social engagements across the Future Stars assets
EA SPORTS FIFA 20 Future Stars
160over90 was tasked with amplifying the EA SPORTS FIFA 20 Future Stars beat; a celebration of football’s brightest prospects. We recruited Mason Greenwood, Fikayo Tomori, Ismaila Sarr and Max Aarons to tell their breakthrough stories across owned, earned and paid platforms.