BLUE MOON OVER MANCHESTER
Last night the ‘Blue Moon’ shone that little bit brighter. Umbro engaged Ear to the Ground to create a live communications campaign for the launch of Manchester City’s new home football kit. The finale was a huge fan event that took place at the City of Manchester stadium featuring Doves.
Over 5000 fans that had purchased the new Umbro tailored shirt in advance were invited to a private celebration in front of the stadium. The event was the finale of a live communications strategy that incorporated connecting with key city fans, a global media launch and ambient activity throughout the city. A massive communications campaign reached over 1 million people via online and PR channels.
A Man City fans’ dream, Doves crowned their set with a rousing chorus of the terrace favourite ‘Blue Moon’ before launching into a succession of hits to swell the city’s heart. Aspiring Manchester pop combo Kid British and Twisted Wheel played their part in banishing the rain with an inspired set that celebrated all that is good about the city.
Fans were also treated to an exclusive limited edition collector’s mini album compiled and cleared by Ear to the Ground, featuring songs from each band branded in the new Manchester City blue moon image created by Umbro.