Chevrolet continues to evolve its Manchester United led #PlayFor global football initiative around the world with a new joint mascot experience and online film initiative that connects the kids playing in the streets of Shanghai and on the playgrounds of Johannesburg to Wayne Rooney playing at Old Trafford.
Built on the insight that kids everywhere play to be like their heroes. And launched to coincide with Manchester United’s 16 August Premier League season opener, the aim is to connect the fans around the world to the team.
The initiative is encapsulated by a spot spearheaded by Rooney himself.
And it culminated with Chevrolet selecting 11 lucky youngsters to be mascots for Manchester United’s opening match of the season against Swansea City at Old Trafford.
Chevrolet added to the anticipation of Manchester United’s Premier League season-opener by using the power of play to give 11 children from around the world a first-ever, once-in-a-lifetime experience.
The global automotive brand surprised everyone by partnering with the club to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. Then just before the start of the match, the players presented the shirts as gifts to them.
The children were selected to serve as mascots due in part to their love of the game, determination to overcome a variety of challenges, and use of play to realize anything is possible.
The Manchester United first team players and mascot pairings were:
Manchester United Player – Mascot
Ashley Young – Naely from Brazil
Javier Hernandez – Anna from China
Phil Jones – Yan from China
Chris Smalling – Akash from India
Darren Fletcher – Kshitij from India
Juan Mata – Fergie from Indonesia
Ander Herrera – Syffia from Indonesia
Wayne Rooney – Mfanelo from South Africa
Tyler Blackett – Nokuthula from South Africa
Jesse Lingard – Daeyoung from South Korea
David De Gea – Jasmine from the United States
In addition to serving as mascots, the children attended Manchester United’s famed Soccer School, met club legends, received a tour of Old Trafford, and more.
The accompanying web work introducing each one of them to the rest of the Utd fan family.
The kids – aged between 10 and 13 and from countries including Brazil, China, South Africa, South Korea and the United States – were chosen to be mascots for the Reds’ opening match of the campaign as part of Chevrolet’s ‘What Do You #PlayFor?’campaign.
Further mascot details can be found online here – http://www.manutd.com/en/News-And-Features/Club-News/2014/Aug/video-carousel-for-chevrolet-mascots-for-swansea-game.aspx
The final mascot profile focuses on Fergie Maulana from Indonesia.
He is 11 years old and very active. He has been sick frequently growing up which has caused him to be rather quiet, but enjoys spending time with others and being involved in team games.
Fergie plays football almost every day and loves to watch matches on TV. He likes to play video games and his favourite subject in school is physical education. His United hero is Wayne Rooney.
Comment
The umbrella Chevy #PlayFor initiative with Man Utd has the umbrella objective of bringing football fans closer to the sport and spread the power of play around the world.
The new 2014/15 season work work continues last year’s ‘What do you #PlayFor’ activation from Chevrolet which first launched its Man Utd partnership (see case study) and also follows its more recent shirt launch campaign (see case study).
Since first announcing its partnership with Manchester United in 2012, Chevrolet has used football to spread the power of play worldwide, including donating close to 1 million nearly indestructible balls from the One World Futbol Project for use by more than 26 million youth in 60-plus countries in Africa, Asia, and the Americas.
Chevrolet also recently revitalized a pitch in Bandung, Indonesia, on behalf of a local organization that uses soccer to increase the quality of life for people living with HIV and drug addiction, and Chevrolet donated a pop-up pitch and pickup truck and trailer to help transform gang-laden streets in Chicago into a place where children can play and learn life skills.
To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video on www.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.
Links
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http://www.twitter.com/ChevroletFC
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