To re-invent the traditional ‘Cup Lift’; celebrate Manchester City’s premiership win and create a global media moment that would engage fans on an international scale.
Ear to the Ground has worked with the club for four years but the excitement following their nail-biting victory over QPR to seal their first premiership victory since 1968 was incredible. The agency was briefed to produce a pioneering piece of club centred entertainment that would focus all media and fan attention on the call to action of Twitter hashtag #together. We worked in conjunction with the clubs’ in-house event operations team to produce a live activation that ended in a celebrity laden, rabble rousing, ecstatic finale in front of a fully branded Town Hall. Drummers of famous bands from the city including the Smiths and Doves led a cacophony of noise as Roberto Mancini and his triumphant team took the stage and lifted the Cup.
The lift moment became the focal point for all media attention with blanket exposure of the #together hero message. 100,000 fans shared the live moment with a global fanbase able to connect with the action via a live stream from the top of the bus. All major global sport broadcasters ran VT as their lead piece of content generating a massive awareness spike that helped reposition the club as champions. The world knew that Manchester City were Premiership champions and that fans had been central to that story..