Late October saw Chevrolet launch the second season of its innovative, Twitter-only ‘Everything But Football Football Show’ to continue its bid to drive awareness and generate engagement through its Manchester United primary partnership.
This social experience, framed around an episodic talk show starring Manchester United players aims to provide fans with an insider view of the club and the sport.
Season Two, which debuted on 23 October, will again feature plenty of off-pitch action wwith content ranging from a prank war between Juan Mata and Paul Pogba, to tailgating with MUFC players in the USA.
All under the #EverythingButFootball hashtag.
Which #mufc legend wins the Camaro Cup? @JRonnyJohnsen or @QuintonFortune? #EverythingButFootball pic.twitter.com/09lysyeZhU
— Chevrolet FC (@ChevroletFC) November 17, 2017
The campaign concept, which was developed with agency Commonwealth/McCann and content firm MOFILM, blossomed last season with an eight episode series launched in May 2017 and appearing exclusively on Twitter.
To further encourage fan engagement, each episode was repurposed as a participatory multimedia event using Twitter Moments – thus containing a central tweet that made it easier and simpler for fans to share through retweeting and subscribing.
Using the platform’s ‘Retweet’ to ‘Subscribe’ feature, fans in 12 different countries received weekly notifications that included a sneak peek at new episodes before they were released to the wider public.
The new work continues where the last season left off: following an August episode focusing on the club’s pre-season tour.
The campaign began back in March,
and the episodes are broadcast in multiple languages.
“By partnering with Twitter, we scored a huge win,” says John Gasloli, senior manager, Global Chevrolet Marketing.
“With Retweet to Subscribe, online fans received an immediate notification when new content was available. All they had to do was Retweet Chevrolet’s post. What a simple, innovative and effective solution to drive viewership and engagement.”
Comment:
The objective for Chevrolet was to use the sponsorship to drive global awareness and reinforce brand identity amoung influential and passionate football fans through a richer content-led stream in support of its core shirt logo activation strand.
Research showed that more than 50 million soccer fans use Twitter regularly, so the micro blogging platform was chosen as the core campaign channel.
And by linking exclusive player-led content, fuelled by Retweet to Subscribe and Twitter Moments, fans are provided with a kind of insider scoop and are connected to the kind of Manchester United players content they crave.
The episode talk shows also ensure that Chevrolet stands out in Twitter user timelines.
According to the auto maker, during the series’ first few weeks it racked up 44 million impressions for its social videos and earned a 100% ‘positive-to-neutral’ sentiment.
Links:
Chevrolet FC
http://www.twitter.com/ChevroletFC
http://www.facebook.com/ChevroletFC
http://www.instagram.com/ChevroletFC
