Xbox
The Everyday Tactician
All football fans think they know better than the manager. And as games like Football Manager get more realistic, it only gives fans more confidence. For the launch of Football Manager 24, Xbox tapped into gamers' competitive side to establish itself as the best place to play.
WHAT IF a Football Manager gamer could control a real team. We challenged players to show us how good they are at the game in order to become a real tactician at National League side Bromley FC. To apply, gamers had to win the league with Bromley in FM24 on Xbox Game Pass and send a video telling the Bromley Gaffer what they would do if they got the job. One gamer got signed - Nathan Owolabi. A three part documentary series followed on the UK's number one sports channel - TNT Sports. The series followed his journey as The Everyday Tactician for Bromley FC.
Case Study
Documentary Series
Launch Trailer
Bromley's Manager Andy Woodman announcing the campaign received 1.9 million views in 72 hours on Bromley FC's twitter.
1.1 Billion Impressions in the first week of launch.
To launch the job we created recruitment ads using FM data
that only FM players could decode and solve.
Across the season we ran ads featuring The Everyday Tactician's
analysis of Bromley's opponent's tactics in the match day programmes.
Documentary Posters
An infographic of key football tactics Nathan Owolabi implemented
in Bromley FC's 23/24 real life season - simulated from 230 games
(5 seasons) in Football Manager 24.
Sky News Coverage
Paid Job Role
