The Everyday Tactician
- Brand
- Bromley FC
- Year
- 2025
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- McCann London
Objective
Xbox partnered with Bromley FC, an English lower-league football club, to inspire Football Manager players to use data-driven tactics to achieve real-world sporting goals. The campaign tapped into gamers' dreams of applying their digital expertise to professional football, targeting dedicated fans of both the sport and the simulation.
Solution
The campaign launched a specialized Football Manager experience with advanced analytical tools unavailable in standard gameplay—including expected goals (XG) data and 20 years of historical records. Players managed Bromley FC's tactics through data analysis rather than direct player control. The opportunity was marketed as a genuine job listing for a tactician through Bromley FC's official channels: Twitter/X, the club website, and LinkedIn, positioning it as a real employment opportunity rather than a game mode.
Results
Bronze Award at Clio Awards 2025 (Branded Entertainment & Content and Games categories). No published metrics on reach, player participation, or business outcomes.
