AFF MITSUBISHI ELECTRIC CUP
The brief: Cover AFF's semi-annual regional club competition via official social media platforms and website including live match coverage, branded imagery and video content, unique and brand-specific graphic design, and editorial coverage.
OUR WORK
Backheel Media partnered with SportFive to run the ASEAN Football Federation's Facebook, Twitter, Instagram and TikTok for the 2020 and 2022 editions of the Mitsubishi Electric Cup.
Coverage included everything from written match previews to inventive graphic design, live on-ground coverage, and a range of content in between.
MOBILE CAPTURE
Combining broadcast footage, on-ground videographers, and mobile capture footage to engage AFF Mitsubishi Electric Cup fans throughout the region on Tik Tok, Instagram, YouTube Shorts, and other leading platforms.
GRAPHIC DESIGN
Along with a look to the past, we also celebrated key moments throughout the tournament including player birthdays, group announcements, and historic milestones set during the 2020 and 2022 editions of the AFF Mitsubishi Electric Cup.
BE THE GAME CHANGER
To build up to the 2022 edition of the tournament, we worked with SportFive to identify legends of the tournament's past that embodied the #BeTheGameChanger campaign and filmed a series of interviews in five different countries in the region.
SOCIAL MEDIA RESULTS
4.3m
FOLLOWERS
21%
INCREASE
2.4b
1.1b
252m
IMPRESSIONS
TOTAL REACH
TOTAL ENGAGEMENTS
22%
74%
756%
INCREASE
INCREASE
INCREASE
4.3b
VIDEO VIEWS
839%
INCREASE
