Client | Manchester United
CRM Campaigns | Closer to Utd
The Brief
The CRM pitch looked to develop engaging global campaigns that could convert new sign-ups into loyal fans. With our target audience being foreign markets, the challenge was using digital, how can we make new subscribers feel that they have more connection to the club?
The Idea
Closer to Utd. Broken down in to three separate campaigns, we addressed the challenge with three unique experiences that only a club with the global stature of United could provide. Each campaign focused on a different club experience. From the excitement of a match, to being a true part of a global tribe, to a unique digital interaction with a star player from the first team…
Skills
Concept
Art Direction
The Ultimate Seat
Signing up to Closer to Utd would enter you into the competition. Correctly answering a question round system each week would keep you in the competition.
A lottery mechanic, with the prize of a unique matchday experience. With Utd’s partners, travel in style to a match and take the ultimate seat on the bench to watch the match.
Own the Number
The competition winner would be paraded like a new signing. Visiting Old Trafford and having a unique experience of behind the scenes life.
The shirt number in football is synonymous with legends. And they always say the fans are the 12th man. We get you closer to the team, with the opportunity to have an official squad number for the season.
This is Your Shot
We customise a training ball launcher, enabling digital contestants to control the penalty trajectory. A live YouTube stream will show viewers how David de Gea react to the shots.
The world’s first online penalty taker. In a live streamed event, signup to take real penalties against one of the world’s best keepers, David de Gea.
