Chevy's End-Of-Season Webfilm ‘Utd Crossbar Challenge’

As the Premier League season drew to a close, Man Utd shirt sponsor Chevrolet ended its first year in harness with the club by rolling out a new aspect of its ongoing #AskManUtd conversation (on its Chevrolet FC digital football platform) called ‘Crossbar Challenge’.

Launched on 27 May on Chevy’s YouTube channel, the US car giant used its rights to bring Manchester United’s Juan Mata, Angel di Maria, Marouane Fellaini, Chris Smalling, Adnan Januzaj, and David De Gea together to compete in the brand’s crossbar challenge competition.

The set-up is simple: each player has 3 attempts at hitting the crossbar to win bragging rights through the off-season.

Who won? (Clue – it’s not giant centre back Smalling).

In addition to a spurt of season-ending fan entertainment, the objective behind the digital spot (which racked up 65,000 YouTube views in its first fortnight) is to raise the profile of Chevrolet’s ongoing club activity – particularly its Twitter-based #AskManUtd Q&A activation thread.

The clip ends by inviting viewers/fans to join the conversation using #AskManUtd on Twitter and to sign-up as part of the sponsor/club’s Google+ community for player-led Google Hangout opportunities (at http://plus.google.com/+ChevroletFC).

Comment

Content built through Chevrolet’s flagship football club sponsorship is not the only property populating its increasingly rich Chevrolet FC soccer digital hub.

Two other major Chevrolet activation threads generated content for the platform in early June are the car brand’s ‘One World Futbol Project’ and its official vehicle of US Soccer partnership with a focus on the US National Women’s Team.

Indeed, its current work with the US women’s soccer squad – #AskUSSoccer – has echoes of its approach to activating its Manchester United partnership.

Early June sees Chevy activating its US Women’s National Team partnership by activating around the Women’s World Cup through a Canada2015 team video Q&A series under the hastag #AskUSSoccer.:

Chevy is currently promoting its cause-led ‘One World Futbol’ project (which also leverages its Man Utd partnership) – which brings alive its commitment and belief in ‘The Power Of Play’, the branded CSR scheme is activating across 70-plus countries and aims to enable more than 30 million children to experience the impact play can make.