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CONNECTING MCFC WITH US AUDIENCES

27/07/2010


Last week we devised and implemented two cultural events in New York City designed to connect with new and existing American fans of Manchester City Football Club. We took over an iconic midtown Manhattan diner branding it as the official MCFC meeting point and offering MCFC fans a discount while the team was in town. The event served as a hub for media meet and greets and fans introducing them to the football team’s brand values in a laid back environment.
 
Using a shared love of music as the flashpoint, we created seminal live event featuring icons of both Manchester and New York’s music scenes hosted at the ultra-hip High Bar rooftop bar in Hell’s Kitchen. The Hacienda’s Mike Pickering and electro / hip hop legend Afrika Bambaataa performed DJ sets as part of a ‘DJ battle’ for the honour their respective cities. They played ‘back to back’ for well over the allotted time dropping tracks including Le Freak by Chic and Voodoo Ray by a Guy Called Gerald.
 
The event was attended by over 600 opinion formers, media influencers and VIPs achieving widespread global PR coverage in traditional media ranging from The New York Times and Time Out New York. In addition the event also created a buzz and significant coverage in hipper lifestyle & music magazines, online and blogs reaching far beyond a traditional sporting audience one of the key goals of the strategy.