Manchester United seem to need all the support they can get at the moment and the club’s latest link up with Google+ could offer an extra boost as 11 lucky fans are offered a chance to cheer the side on against Liverpool from a virtual ‘Front Row’ seat.
The mechanic connects the fans via a live Google+ Hangout through a free multi-person video call which is directly connected to a customised digital pitchside billboard at Old Trafford.
Of course, Manchester United v Liverpool at Old Trafford is one of the club’s biggest games of the season and the Front Row fan engagement initiative provides a overseas fans a chance to ‘be’ at The Theatre of Dreams for the 16 March big match regardless of where they are in the world.
Through the match the live streams to the Front Row supporters will see them appear in real time time on the hoardings beside the pitch and enable them to join the experience with the other 75,000 ticket holders.
To enter the competition to win a virtual Front Row seat, fans are invited to share a picture on Google+ that portrays their love, passion and commitment to United and use the hashtag #MUFrontRow.
A panel will judge the best, most committed entries and then draw will take place to see which 11 fans will win Front Row seats.
The initiative is being promoted through PR, club-owned and other relevant online and social media channels and through a promo webfilm.
Each Front Row participant will also receive professional photographs of their virtual appearance, plus a personal welcome on United’s Google+ page – which they can share with the site’s two million followers.
‘This ground-breaking initiative offers a dynamic and innovative way for our fans worldwide to get even closer to the club they love,’ comments Manchester United’s group managing director Richard Arnold.
‘Working with Google we are giving the chance for some of our 659 million followers around the globe to have a unique opportunity to be pitchside at one of the biggest games in world football, something that is a dream for all United fans, no matter where they live.’
Head of Google+ EMEA, Cristian Cussen, adds: ‘For Google, Front Row is an exciting experiment into what the future of supporting your team could be, and we couldn’t think of a greater partner than Manchester United to kick it off.’
Comment
This follows Man Utd’s groundbreaking Google+ Hangout player Q&A sessions last season (see previous case study) and sees the team and the tech platform continue to develop innovative fan engagement experiences.
Front Row is a ‘football first’ and seems a pioneering way to use those traditional, old-school pitchside hoardings to connect fans from all over the world to the club live – not simply connected them to the game, but making them part of the experience.
What next?
A virtual seat on the subs bench perhaps?
Links
Man Utd ‘Front Row’ Google+
Man Utd ‘Front Row’ YouTube Promo
http://www.youtube.com/watch?v=DqByhK-oHNo
Man Utd ‘Front Row’ Twitter
#MUFrontRow
Man Utd Website
