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Old Trafford Set For 360FanPic First

Fri 11th Jan 2013 | Football Sponsorship

The much anticipated Manchester United v Liverpool FC match on Sunday 13th January will see Chevrolet, who are associated with both teams, use a number of tools to activate their sponsorship and increase global awareness of its brand.

Their social campaign around the game and the rivalry includes a series of 20 web videos with players from both teams. They will also be placing huge red banners at all major entry points to Old Trafford.

A key part of their activation set piece will be the 360FanPic that will be taken during the match and will be available to view at www.manutd.com/360FanPic from 5pm Monday. Liverpool supporters are already familiar with the FanPic, 10 have been taken at Anfield matches to date. This however is a first for Old Trafford.

With Manchester United boasting an impressive 30 million fans on Facebook the FanPic is the ideal tool to spread the Chevrolet ‘driven by’ brand message around the world. One of the attractive features for Chevrolet is the ‘Virtual Stadium’ functionality of the FanPic which lets non attending fans add their picture to the FanPic. This gives Chevrolet the opportunity to extend their sponsorship beyond the confines of the stadium and engage Manchester United’s massive global fan base, many of whom will never attend a match. 

The FanPic application, developed by Huggity, uses 360º multi-billion pixel images of crowds shot at an event.  Fans can then zoom into the photo online where they can spot themselves, tag their location and share their image on Facebook and Twitter with their friends. This fan generated brand messaging has proved a hit with clubs, rights holders and sponsoring brands alike. Not only does it deliver high levels of fan engagement it also introduces ways to monetise content and capture user data for marketing purposes.

Mike Sikorski, CEO of Huggity says: “We’re delighted to work Chevrolet and Manchester United. This is going to be a great opportunity for their legions of fans to share their love for the team and engage with Chevrolet at the same time.

Posted by: Aaron Gourley

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