The campaign encouraged U.S. Soccer fans to show their support for the team by submitting powerful messages via social media platforms using the hashtag #FanWall. Stone Ward and U.S. Soccer selected the most inspirational and patriotic messages and incorporated them into a design that covered approximately 92 feet of the tunnel walls outside the U.S. Men’s National Soccer Team locker room. These messages would be the last thoughts seen by the team before hitting the field for one of the most anticipated matches in the nation.
The campaign also included exterior stadium signage at Columbus Crew Stadium, a wrapped vehicle and signage throughout the Easton Town Center to promote the U.S. Soccer’s Fan Headquarters (#FANHQ). The agency also developed bike rack covers and created digital billboard displays, which featured live score updates and photos on over thirty billboards throughout game day.
In August 2013, U.S. Soccer asked Stone Ward to assist in creating a social media campaign to help engage fans before the FIFA World Cup Qualifier against Mexico on September 10 in Columbus, Ohio. A win in this game combined with a result from another game the same night meant that the U.S. would qualify for the FIFA World Cup in Brazil.
By all accounts, the campaign was a great success with ESPN featuring the stadium signage and the #FanWall throughout their coverage. Most importantly, the greatest success of the night was that the U.S. beat Mexico 2-0 and celebrated wearing their “qualified” t-shirts, also designed by Stone Ward.
Congratulations to the U.S. Men’s National Soccer Team. Stone Ward looks forward to supporting the team as they prepare for next year’s exciting journey to the FIFA World Cup in Brazil.