Influencers are often just paid to promote products or push brand messages to their audiences, but we focused on the natural competitiveness between the crews of influencers and used that as the basis of our story instead.

The Wembley Cup documented our star YouTuber, Spencer Owen, on a journey to recruit and prepare a team to take on rival YouTuber MiniMinter and his Sidemen crew in an epic final – played at Wembley Stadium.

Our journey was told over 10 episodes that culminated in the final, played out at Wembley stadium connected by EE, and screened on the eve of the new Premier League season.

The Wembley Cup was a genuinely co-created series of episodes, with all the visual language, in-jokes and narrative styles of our influencers, and an unforced role for the brand.

Spencer FC is taking a group of YouTubers on a challenge designed to test their skills to fill a particular position in his team at the Final.

In this episode, Spencer’s looking for a midfielder, a player with a good touch that can pass the ball over large distances on a big pitch like Wembley - so he tests the YouTubers skills by playing a game of footgolf.

As with every episode, the humour mixes in-jokes between the YouTubers that are very familiar to their legions of fans, as well as visual language paying homage to FIFA gaming and football in general.

• 35 mil views in 4 weeks across multiple platforms, 80% of which were organic.

• awareness for EE’s Wembley Sponsorship measured month on month jumped from 2 pts in June to 19 in July when the series was aired

• 20% increase in consideration among young football fans who were followers of 1 or more of the talent used

• 81% increase in brand advertising recall among young football fans

• 99.3% positive sentiment, and more than 75,000 tweets and over 55,000 comments on YouTube (all of which account for over 90% positive engagement).

• Our Final episode was watched by more people than watched the Championship League Final in 2015