Visit us:
18 Crucifix Ln
London, SE1 3JW

It’s a video game. And a way of life.



Selling over a million copies a year, Football Manager is the world’s most played football management sim. For the 2016 launch we developed a social media campaign that asked the ultra-hardcore FM tribe to send in their Football Manager stories through their social channel of preference.

We weren’t disappointed. Videos, tweets and posts from around the world showed the love (and the weird) sides of the community creating online buzz and plenty of laughs.



Video was core to the experience allowing community members to capture and upload their stories in the most frictionless way possible - direct from their mobile phones. Point, shoot, click. Done.

This was backed up by a season of feature video content that showcased the diverse membership from home-grown community stars, to FM influencers like Lads Bible, to professional players like ex-goalkeeper Carlo Cudicini and winger Nacer Chadli.



We developed a campaign identity that complimented and supported the very dominant Football Manager product branding. While it had it’s own visual language we ensured that the punchy type and world known FM mark stayed dominant and in control.

"SOON_ not only brought our idea to life, they were forthright and assertive in shaping the project for the greater strategic good. They were also fantastically patient and composed throughout; unflustered by late approvals and last minute changes."

Alan Granger - Digital Marketing Manager, Sports Interactive
  • 100's of original fan stories shared
  • 3.5M + Twitter impressions
  • 845,000 Video views

Share this project: