Want a job? How about three days on a soccer pitch? Indeed, the world's top job search site by volume, is sponsoring the 2015 International Champions Cup (ICC) with a marketing campaign to run through the global series in both North America and Australia.
The partnership centers on a campaign, “How Football Works,” with a theme around the backend jobs that keep club football and the ICC running. The marketing side includes in-game exposure, social media promotion, online video, game-day activations, client hospitality opportunities, as well as an overall brand experience. One component is a promotion where people can apply to be a team liaison for three days for select matches, including the Club America vs. Manchester United match in Seattle at CenturyLink Field on July 17.
The liaisons do behind-the-scenes work at tournaments for one of the clubs. Interested parties can apply through Indeed and be selected for the three-day job. The liaison for the North America match in Seattle has been selected (he's Kieran McGoldrick.)
Indeed is documenting the jobs with custom videos that highlight the behind-the-scenes jobs that make football tick, such as team liaisons, physicians, referees, director of food & beverage and electrical engineers.
The company is doing a “Seat Promotion” in-venue throughout all International Champions Cup North America and Australia matches. Two fans at each contest get a VIP experience: seat upgrades, on on-field “job opportunities,” including the pre-game coin flip.
Mary Ellen Dugan, VP, marketing at Indeed, tells Marketing Daily that the company is looking to build global awareness with the event, which will be available in some 800 million homes worldwide. “With Indeed being the number one job site, it's a good partnership for us.”
She says Indeed gets about 180 million uniques each year, and over 35 million CV's and resumes. “One of the reasons we got involved in this is that over the past year launched a campaign around celebrating the importance of every job, and we loved how we were able to tie into how football works, and jobs that go into it. So this is all part of a brand strategy.”
Dugan adds that Indeed gets a lot of stadium visibility with the sponsorship, and that there is a huge social component. Indeed will also run TV advertising during matches to support the marketing platform, and will have onsite activation at stadiums.
The tourney -- the North American leg of which started on July 11 and runs through Aug. 5 -- involves 17 matches across 12 global regions, with each of the teams playing four contests. The 10 teams include Manchester United, Chelsea FC, Paris Saint-Germain, FC Barcelona, the San Jose Earthquakes, and the LA Galaxy. Also in the mix are the New York Red Bulls.
Mediacom Sport represented Indeed in the deal and will manage the activation of the partnership, per the company.