The Everyday Tactician
Xbox (Football Manager 2024)2023
The Everyday Tactician is a 2023 recruitment campaign and online docuseries for Xbox, created by McCann, London.
Why it works
To launch Football Manager 2024 on Xbox, McCann London took the series' founding fantasy, that a fan could do the manager's job better, and made it a real vacancy. In November 2023 players were invited to compete for a role as a tactician at Bromley, then in the National League; the job went to Nathan Owolabi, a 23-year-old Wembley Stadium tour guide. His time at the club became a three-part documentary released on TNT Sports' YouTube channel and Xbox's own platforms, and the season ended with Bromley promoted to the Football League for the first time in their 132-year history, through a play-off penalty shoot-out Owolabi had helped prepare for. It is studied as long-form, unscripted storytelling chosen over a conventional launch spot. At Cannes in 2024 it won Grands Prix in Direct and in Entertainment Lions for Gaming, plus a Titanium Lion; the entry reported a 190% rise in Xbox players compared with the previous edition.
Techniques
- Storytelling An unscripted three-part documentary follows a stadium tour guide through a season that ends in promotion via a play-off shoot-out he helped prepare for.
- Participation Players compete for a real tactician's job at a football club, turning the game's founding fantasy of doing the manager's job into an open contest.
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