How we helped Xbox connect with football fans for a paid position at Bromley FC

With an estimated combined player value of over 11 billion euros, the Premier League has flourished to become the wealthiest football league in the world. However, every division below it has fewer resources on an exponentially decreasing scale. Less money, for instance, means lower quality in terms of players, coaching staff, and a myriad of other factors.

Every sports fan believes they can do a better job, but gamers get to actually play out that dream with a closely related gaming franchise – Football Manager. What if their gaming skills could level the playing field in real life, though? This sparked the idea for ‘The Everyday Tactician,’ a campaign to find a Football Analyst for Bromley FC, a team stuck in the National League, four divisions below the Premier League.

‘The Everyday Tactician’ was a complex campaign, requiring close collaboration between multiple stakeholders to pull off its one-of-a-kind “job application”.

The launch of Football Manager 2024, available day one on Xbox Game Pass, was shortly followed by an announcement from Bromley FC’s manager, Andy Woodman, to formally kick things off.

Gamers were excited by the opportunity, but how could they apply for the role? This was our part in the campaign – simplifying and streamlining the complex entry process through a slick website. Bromley were on the hunt for serious talent, after all, so there were several prerequisites that needed to be communicated clearly and facilitated seamlessly to ensure only the best pool of potential candidates were considered.

Applicants, for instance, needed to unlock an achievement in Football Manager 2024, as well as create and share a 1-minute video. These requirements, and more, were managed through the page, which drove interest around the campaign, housed important information, and collated crucial entry material, all the while adhering to Microsoft’s strict, albeit highly necessary privacy and data policies.