Gary Lineker, popularly known as a BBC presenter, wanted to be seen as a more popular voice during the World Cup. Spinnaker created Blahzil for Goal Hanger Films, a platform sharing exclusive and previously unheard footballing stories. Spinnaker tell us more

Brief

Gary Lineker approached us with the challenge of developing and expanding his fan base during the World Cup. He was keen to develop a stronger voice, beyond the BBC presenter role he was traditionally known for.

Strategy

Through our listening process, we realised that fans respected Gary’s insights and were keen to hear him voice his opinions during the World Cup.

Execution

With this insight in mind, we created him a behind the scenes World Cup voice called Blahzil, where he shared his personal insights and experiences in order to drive a bigger off-screen social presence. We created video content and a Twitter feed that felt personal and one-to-one. We wanted to engender a sense of exclusivity and previously unheard footballing stories.

Results

The content was a hit. The videos had 120 million views and he reached 68 million on Twitter—over and above his existing fan base.