Our work | Emirates | Arsenal's 12th Man

Emirates wanted to reach out to Arsenal's supporters and build a relationship with them, as it seeks to make its £100 million sponsorship investment "mean something" to the club's fan base.

Ideally Emirates wanted a "quick win" with rapid results, whilst also starting a dialogue with supporters and locking in their support long-term.

We developed a new site, Arsenals12thman.com, where fans could upload, display and share photos of themselves supporting Arsenal, showcasing the spirit, loyalty and passion of Arsenal fans from all walks of life.

Supporters were further enticed to upload their pictures by a competition that took place at three different points during the season, whereby the best pictures were selected from the website and were presented at four poster sites at Emirates stadium, with the winners also receiving a prize.

In the first 12 months over 20,000 photos were uploaded and 2 million unique visitors engaged in the experience, helping to bring Emirates and the supporters closer together. 43% of interviewed fans talked of Emirates being "a sponsor to be proud of" (which was doubled from before the site went live).