Subbuteo's Homecoming:
A Collaborative Campaign Success
The historic town of Royal Tunbridge Wells, the birthplace of Subbuteo, recently hosted the Subbuteo World Cup, a global event that brought together players from across the globe. This momentous occasion marked a homecoming for the beloved tabletop football game, and it was a pleasure to lead this digital project in collaboration with PollyPlay, the Amelia Scott and Royal Tunbridge Wells Together Business Improvement District, embarking on a digital campaign to celebrate the event and showcase the town's rich heritage.
“It’s finally coming home…”
To capture the essence of this historic event, a collaborative digital campaign entitled “It’s finally coming home” was launched. A series of engaging videos were created to narrate the journey of Subbuteo's return to its roots. We took Subbuteo figurines to new heights, quite literally. Utilising 3D scanning technology, Polly Play and the Amelia Scott captured the intricate details of these iconic tabletop football figures. These digital models were then animated in an augmented reality setting, creating a visually stunning illusion.
The most captivating part of the campaign was the video depicting a giant Subbuteo figurine soaring over London Bridge on a Chinook helicopter and landing in the centre of Royal Tunbridge Wells in Calverley Grounds. This mesmerizing sight, though entirely digital, sparked widespread disbelief and curiosity. Many viewers genuinely questioned the authenticity of the footage, mistaking the augmented reality for reality itself.
A Strategic Move to Attract a New Audience
This innovative approach was a strategic move to attract a wider audience to the game of Subbuteo. By leveraging the power of augmented reality and social media, the campaign successfully captured the attention of international visitors, gamers, and technology enthusiasts alike. The video's success not only generated significant buzz around the World Cup but also positioned Tunbridge Wells as a forward-thinking town that embraces cutting-edge technology.
By blurring the lines between the real and the virtual, the Subbuteo campaign demonstrated the potential of augmented reality to connect with your online audience. As technology continues to evolve, we can expect to see even more innovative and immersive digital campaigns that captivate audiences and redefine the boundaries of storytelling.
The Impact of the Campaign
The campaign proved to be a resounding success, generating significant interest and engagement both domestically and internationally. Some of the key highlights include:
A surge in international visitors: The campaign led to a remarkable 2000% increase in website traffic from Greece, Italy, and Japan, opening up new markets for Tunbridge Wells.
Increased global reach: A notable increase in visitors from France, Australia, the Netherlands, Spain, and Germany was observed on the Visit Tunbridge Wells website.
Strong social media engagement: The campaign videos reached a wide audience on Facebook and Instagram, garnering 88.7k views and a high engagement rate.
