Chivas X Man Utd
Bringing a global partnership to life.
Strategy | Content Creation | Distribution Planning
The Challenge
Announce the launch of Chivas becoming the official spirits partner of Manchester United and drive awareness with their global fanbase throughout the partnership.
The Work
Over 50 markets are activating the Manchester United partnership with ATL, digital and social assets as well as in-market activations. During the partnership to date we have launched 3 limited edition products including a rare 50 year old whisky to celebrate the club's anniversary of the 1968 European Cup win - sold for over £20K at auction.
The Role I Played
I helped launch the partnership, creating the partnership strategy focusing on building authentic connections with the global fan base, with a particular focus on Africa and Asian markets. This included the rollout plan as well as assisting in production of the launch film. In year 2 I led the production of shooting the new season key visuals with supporting motion content for social and digital OOH. I also played a key role in the development, production and distribution of the “What Makes Us United?” content series, which had current players and legends talking about the set of characteristics that make Manchester United of the world’s most successful clubs.
The Impact
In year 1 the partnership generated over 900 million impressions and by year 2, partnership content created generated above average engagement for branded content on the MUFC social platforms. The content series “What Makes Us United?” generated 1.6 million views and exceeded the club’s average view rate benchmark by 62%. A partnership study showed the effectiveness of the partnership with increases in awareness and brand recall. The product launches of 13YO, Icon 50 and Ultis 20 were some of the most successful in recent launches.