On Wednesday night, while most UK football fans were watching and tweeting about Chelsea’s last gasp victory over Benfica in the Europa League final, a small corner of the country was tweeting relentlessly about a house party in Ponteland.
When Sammy Ameobi posted pictures on his Instagram account showing Newcastle United’s squad enjoying a night in at the Coloccini residence it was always going to generate a stir. Fans started tweeting about the photos using the hashtag #ColosParty and it soon went viral in a huge way. By 11pm it was the top trending topic in the UK, surpassing any mention of Chelsea’s win in Amsterdam.
Some of the tweets were kind, some were cruel but almost all were relentlessly funny and perfectly encapsulated the power and imagination of social media savvy football fans.
These moments aren’t uncommon in themselves but they’re transient. It’s rare a club have such a perfect opportunity to take advantage a movement for PR purposes and build bridges with its support at the same time, so when I saw the popularity of #ColosParty I started to think about ways Newcastle United could do just that.
The most obvious (and laziest) way for NUFC to get in on the #ColosParty action would be to slap the hashtag onto its regular tweets. There’s one problem with this – hijacking hashtags is not popular and the number of adverts the club sends out on social media is the main bugbear of NUFC’s fans. The club wading in and throwing out 2 for 1 offers on NUFC branded shot glasses, affixing #ColosParty to the end of their tweets, would backfire.
It became clear that to exploit this opportunity to the fullest the club would have to look offline. One particular idea stood out to me:
Rename Shearer’s Bar.
Don’t worry, I don’t mean permanently, just for the final day of the season. Call it Colo’s Bar and after the Arsenal match invite supporters to attend an event called #ColosParty.
This stunt would work for a number of reasons – it’s cheap, it’d be easy to organise even at such short notice and the story would be guaranteed to generate column inches across the local and national press in addition to chatter on social media. It would also give the club a chance to pay tribute to those supporters which made #ColosParty the most talked about topic on Twitter for a short while and act as an opportunity to celebrate the NUFC career of a very popular player.
What would the benefit for the club be? Well, it would increase footfall in Shearer’s Bar on the day of the match while reinforcing the bar’s identity as the premier NUFC themed venue in the city. Furthermore it would show Newcastle’s commitment to listening to supporters on social media channels which is something that the club has so far struggled to do.
So, does Colo’s Bar sound like a good idea? Let me know below.