To celebrate the start of a ten year partnership deal between Umbro and Manchester City. The aim was to engage fans in a way that transcended the traditional football audience.
We worked with ad agency Anomaly to produce a music activation called ‘Live at City’ as the focal point for the whole campaign. Five thousand fans that had purchased the new Umbro tailored shirt in advance were invited to a private celebration in front of the stadium. A line up of MCFC supporting artists was headlined by Brit nominated Doves. An exclusive limited edition collector’s mini album was compiled, cleared and distributed by Ear to the Ground, featuring songs from each band branded in the new distinctive Manchester City creative.An exclusive limited edition collector’s mini album was compiled and cleared by Ear to the Ground, featuring songs from each band branded in the new Manchester City creative.
The retail mechanic drove shirt purchase beating all previous sales. Lucky fans experienced a unique emotional connection with the club during Doves performance of the anthem Blue Moon. This was amplified using video content from the show and placing it across the web, hitting lifestyle, music and football sites. The event was the finale of a live communications strategy with a £1million value that incorporated fan advocacy, city wide ambient activity and aglobal media launch.