Use SSE’s sponsorship of Glasgow 2014 to convey and unite SSE’s presence across England, Ireland, Scotland and Wales, and bring warmth to the brand.
In an innovative collaboration with Glasgow 2014, SSE supercharged fans’ social support with the #GoGlasgow ‘Social Medal Table’ hosted on glasgow2014.com and the SSE site. Nation-specific hashtags were used to gather and compare social support between nations, with SSE pledging athlete funding to the home nation that demonstrated the strongest support across the Games. The voice of the fans was published as an ever-evolving real-time medal table, while social snacks of the story were published across Twitter, Facebook and PR channels.
#GoGlasgow ignited the Glasgow 2014 social conversation, generating positive brand impact amidst extremely challenging times for the energy sector. The campaign achieved the highest sponsor awareness, generating over 50,000 tweets. According to Twitter themselves, #GoGlasgow achieved "striking moments on an individual and a grand scale".