This year’s Capital One Cup final was tweeted about more than 1 million times following the Football League’s approach to social media in the build up to the day.
Fans were able to generate their own personalised #ShirtOfSupport ahead of the final, which contributed to the game attracting more than five times as many tweets as England’s Six Nations match against Ireland. The campaign was seen by 48 million people and had an engagement rate of 61%. They may have lost out on the pitch, but Liverpool edged the social media battle with 72% of the shirts created via the hashtag.
Everyone who registered for their personalised shirt had their profile pictures displayed as part of a mosaic image within Wembley and in the tunnels leading on to the pitch.
It wasn’t just personalised shirts on offer: fans who tweeted the official @CapitalOne_Cup account with either the #LFCBench or #MCFCBench hashtags received instant photos of the respective technical areas and substitute benches. This innovative approach to social media helped them reach a further 8 million people, with a 47% engagement rate.
The final was followed up by a congratulatory tweet sent to all Manchester City fans who had tweeted for their #ShirtOfSupport, accompanied by a photo of their team lifting the trophy. An impressive 90% of recipients retweeted or liked their personal tweet.
Drew Barrand, Marketing Director at The Football League said:
The Capital One Cup Final has once again attracted a phenomenal reaction from fans on social media. The Football League is always looking at innovative ways to enhance the fan experience and we are delighted with the response to our activities around this year’s Final.
“The Capital One Cup Final has developed a reputation as one the best digital experiences in sport thanks to the mass involvement from fans across multiple media platforms.”
Both clubs’ goalkeepers dominated the tweets: City’s Willy Caballero was the most tweeted about player on the pitch, while Liverpool’s Simon Mignolet was their most discussed player. Not unsurprisingly, conversation peaked when City’s winning penalty was scored.
The Twitter activity was accompanied by content across Facebook and Instagram on the day as well.