Chevrolet Asks the World, 'What Do You #PlayFor?'
Mon 17th Mar 2014 | Marketing & PR
Chevrolet has launched "What Do You #PlayFor?" a new social and digital global campaign to inspire and bring football fans closer to the sport than ever. The brand also will be unveiling a new initiative to make lasting impacts in developing areas where play is most needed.
"The act of play is a fundamental human need that transcends cultures and impacts all ages," said Alan Batey, General Motors executive vice president, Global Chevrolet. "Joyful play is the fuel of ingenuity and imagination for children and adults alike, driving a sense of what is possible.
"Through our partnership with Manchester United and One World Futbol Project, Chevrolet is harnessing the passion for play to bring everyone closer to the game. The message we're sending to football fans around the world is that at Chevrolet, we play for you."
Chevrolet is using the Sunday, March 16, Premier League match between Manchester United and Liverpool FC to globally launch "What Do You #PlayFor?" including asking the question on social media and sharing fans' answers in words and images at www.chevroletfc.com.
"From the beginning of our partnership nearly two years ago, Chevrolet has followed through on its pledge of bringing fans closer to our Club and using football to do good around the world," said Richard Arnold, Manchester United group managing director. "Chevrolet's 'What Do You Play For?' campaign will stimulate global discussion and engagement amongst Manchester United's 659 million followers worldwide and create meaningful change around the world."
Chevrolet and One World Futbol Project are collaborating to bring the power of play to children around the world by donating and distributing 1.5 million nearly indestructible footballs to organizations working in developing communities. According to One World Futbol Project, One World Futbols have been delivered to more than 50 countries affecting the lives of an estimated 21 million children.
Chevrolet and Manchester United also announced that club legends will be deployed this year to work with coaches and children in developing regions around the world. Chevrolet is currently working in Bandung, Indonesia, to revitalize the community's pitch on behalf of Rumah Cemara, a local organization that uses peer intervention and football to increase the quality of life for people with HIV/AIDS and people who use drugs. The story is told through videos at www.chevroletfc.com.
"One World Futbol Project 's goal is to bring the power of play to children everywhere in the world, especially those living in disadvantaged communities where play opportunities are scarce and where children play in harsh environments," said Tim Jahnigen, co-founder and chief innovation officer of One World Futbol Project. "Chevrolet's commitment to creating a positive, lasting impact through play makes Chevrolet an ideal partner to support our mission to help youth around the world realize their potential through play."
Chevrolet is planning several additional announcements and fan engagements around the world this year regarding its Manchester United sponsorship, other partnerships, and the "What Do You #PlayFor?" campaign, including the July reveal of the Chevrolet-branded Manchester United match shirt, where Chevrolet will ask fans to take part in a unique digital experience.
Posted by: Kev Howland
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