House of Fraser (HoF) is this week launching an online campaign to increase visitor numbers to its website and department stores during the World Cup.
The “Love it/Hate it” campaign is being split into two streams, with separate communications aimed at those who love and loathe football.
It has been created by digital agency Twentysix London. It will start with a series of e-mails aimed at both groups, all of which will link through to a microsite that launches on Friday.
“The e-mail campaign will play on the range of emotions such a tournament can evoke – from the hope and excitement of England fans to the boredom and despair of football widows,” says Adi Wickramaratne, digital marketing manager at HoF.
Football fans will be kept up to date with events at the tournament through a calendar of matches, sweepstakes, prize competitions and trivia. Those hoping to ignore the tournament will be targeted with special offers and the chance to win prizes from companies such as Sony and Moschino.
HoF is promoting the campaign via its main website and e-mails to its database of 200,000 customers. Offline, it is being supported through its electrical departments with offers based around buying televisions and other devices.
The campaign is the latest in a series of online marketing initiatives by Twentysix London for the department store chain.