Man Utd Stars In Skills Viral Spot To Amplify Expanded Swissquote Sponsorship

Several Manchester United stars go head-to-head in an online video challenge to promote the club’s latest global partnership with Swissquote

To webfilms revolve around a special, brand-backed challenge event that sees United players Daley Blind, Michael Carrick, Matteo Darmian, Morgan Schneiderlin and Chris Smalling compete against one another at the club’s AON training complex using a giant ‘Forex Four’ board to test their precision and ball skills.

Midfielder Michael Carrick was the eventual winner.

This ‘Swissquote Forex 4’ challenge is pushed with YouTube spots such as ‘Carrick vs Blind’,

and is issued in multiple language online versions – such as this Russian clip.

There was also plenty of social media amplification too – even timed to leverage interest spikes around specific Utd matches.

On your way to Wembley? Watch @BlindDaley & @Carras16 going head-to-head for the @Swissquote_en #Forex4 challenge. https://t.co/WMp0ZVxCRJ

— Manchester United (@ManUtd) April 23, 2016

The campaign, which marks an extended, new deal between the financial brand and the club that sees the banking group have a significantly increased presence at the team’s Old Trafford stadium

After first partnering with the club back in January 2015, the banking outfit has increase its stadium brand presence – which will be visible during Premier League, FA Cup and League Cup matchdays on both digital pitch perimeter boards and post-match interview backdrops.

The latest multi-year sponsorship sees Swissquote retain its status as Manchester United’s official foreign exchange and online financial trading partner.

As well as extended its stadium brand presence, Swissquote is also offering its customers an extended set of club-related competition prizes – ranging from hospitality matchday tickets, to a behind-the-scenes experience watching the team train and even a chance to join the squad on European trips.

Swissquote chief executive and co-founder Marc Burki said at the signing event: ‘The new deal reflects the ongoing success in the development of our global brand, particularly in our key markets such as the Middle-East and Asia. So far our partnership has seen us offer fans engaging content with their favourite United stars, highlighting the parallels between the worlds of football and Forex trading. We are looking forward to working even closer with the Club who share our values of passion, integrity, teamwork and an unwavering commitment to excellence’

‘In a short space of time we have already achieved a lot together, thanks in no small part to what we have in common; always looking to innovate and be industry leaders,’ added Manchester United group managing director Richard Arnold,

‘We have recently secured some new and exciting partnerships, however it is equally important for our long-term success that we enhance our relationship with existing partners.’

Comment

This fresh web video led activation follows on from Swissquote’s previous Manchester United work in February which saw Smalling and Lingard in another skills challenge called ‘Swissquote Red Zone – Juggle Juggle’,

and October 2015’s ‘Box Of Balls’ challenge,

as well as summer 2015’s ‘Footgolf’ (see case study).

In terms of social views and sharing, the new ‘Carrick Blind’ ad has notched up 40,594 YouTube views, while ‘Juggle Juggle’ generated 15,366 and ‘Box Of Balls’ 237,297.

Whether we can judge the work a serious success partly depends on comparing it to other web film led Premiership sponsor activations.

Indeed, Swissquote’s digital spots certainly don’t match up to the millions of viewers Europcar is engaging with its recent online Arsenal FC sponsorship spots – despite Utd greater fanbase and global reach (see case study).

This may be partly due to the more mass marketing, consume reach of Europcar, or just that comic web films drive viral spread better than skills based ones.

Links

Swissquote YouTube:

https://www.youtube.com/user/SwissquoteBank

Swissquote Twitter

https://twitter.com/SwissquoteNews

@SwissquoteNews

Swissquote Website:

http://en.swissquote.com/

Man Utd Partners:

http://www.manutd.com/en/Club/Sponsors.aspx

Man Utd Website:

http://www.manutd.com/