Manchester United and 20th Century Fox have further leveraged their sports/entertainment alliance in the form of a player-fronted partnership promotion for the Kingsman sequel ‘The Golden Circle’.
The English Premier League football club and film studio/distributor have teamed up for a short video to drive buzz around the new film.
The spot stars a squad of United players – including Luke Shaw, Jesse Lingard, Juan Mata, David De Gea, Paul Pogba and Romelu Lukaku – and is called ‘Manners Maketh Man – Manchester United’
The video, which is edited to include parts of the film trailer, is centered on a player comic Q&A which sees the soccer stars share their insights into who is best suited to play a character from the film and which elements of the movie the like best (Mata loves the spectacles, while Pogba favours the gadgets).
“The first movie was great, I really enjoyed watching it,” commented Juan Mata in the campaign PR release.
“It was a funny movie with a lot of action, a lot of things going on. I’m looking forward to watching the next one. Hopefully it will be as good, if not even better than the first because it’s definitely a movie I really like.”
While United defender Axel Tuanzebe added: “I’ve watched the first one loads of times, I’m definitely watching this one. The trailer looks exciting and Eggsy is quality. He’s a proper lad – he fights for what he’s got and I appreciate that.”
The mocked up trailer, released a day before the Carabao Cup (League Cup) match between Manchester United and Burton Albion, is being amplified across both club and studio’s digital platforms and social media.
The movie’s official release date is 18 September.
Comment:
This is the latest film-focused partnership between Manchester United and 20th Century Fox.
Previous collaborations have seen former Manchester United captain Wayne Rooney front a Wolverine promotion for 20th Century Fox’s ‘Logan’ (see case study),
as well as Independence Day 2,
and and X-Men Apocalypse.
As entertainment genres blend we are seeing more and more sport/music and sport/movie partnerships with dual or even triple promotional objectives.
Some of these are primarily based around using one of the partner’s fan base and reach to push the other’s property and drive awareness, while others are more balanced initiatives offering genuine synergies and mutually beneficial outcomes.
Links:
Manchester United
https://www.facebook.com/manchesterunited/
http://www.manutd.com/en/Club/Sponsors.aspx
https://www.instagram.com/MANCHESTERUNITED/
https://plus.google.com/+MANUTD
https://www.pinterest.com/manutd/
20th Century Fox
https://twitter.com/20thcenturyfox
https://www.facebook.com/20thCenturyFox
https://www.youtube.com/user/foxmovies
https://www.instagram.com/20thcenturyfox/
Kingsman
http://www.foxmovies.com/movies/kingsman-the-golden-circle
