Fanaticism is in our DNA… but you can't be a fanatic if you don't have a team. In fact, 46% of Americans don’t know which soccer team to support.
Insight: The US are fanatical about their heritage. 70% of Americans feel that knowing your family history is essential.
Strat: A platform that allows Americans interested in soccer to trace their history back to find the the soccer clubs they should support.
Prop: Fancestry
Stage One: We’ll create a launch film with Jason Sudeikis tracing back his Fancestry and taking him to a match with his new team. This will be released on National Genealogy Day, March 8th, ahead of the FIFA Club World Cup.
Stage Two: The MU Ancestry platform lets you know which clubs and ‘fan'ilies you could support in a beautifully visual way. Anyone without a swab can just go direct.
Stage Three: Once Americans have found their team to support, new fans are directed to local supporter’s bars where they can enjoy Michelob Ultra with fellow supporters.
