1. Brief
Less than 1% of Manchester United’s fanbase of 650+ million live in the UK. Our brief was to enable fans to feel the joy of sitting in the Front Row at one of the highest profile games in the football calendar.
2. Response
Due to the extremities of the location, we had to develop a custom system that incorporated chat between a director and 22 super fans, live moderation, feed delay and live content capture and deployment to the Manchester Utd perimeter boards. Using an actual Google Hangout to transform the digital screens into a new broadcast medium was not possible… so we built our own. Our special guests could be seen reacting to the match in real time from their home countries. The complex build successfully gave international Man U supporters a chance to cheer alongside 75,000 attendees at Old Trafford.
3. Results
Fans from all over the world, were able to sit Front Row at Old Trafford, thanks to our Creative Technology solution. The passion and excitement of the game was extended to a worldwide TV audience of 1 billion who tuned into the game. The campaign also took home a Bronze Promo & Activation Lion at the 2014 Cannes Lions Festival.
