TECNO MOBILE x MANCHESTER CITY
UNIQUE DIGITAL SPONSORSHIP ACTIVATION
Sponsorship activation driving over 645,000 minutes of active consumer dwell time with an immersive campaign like no other.
THE BRIEF
TECNO Mobile wanted to activate their global sponsorship of Manchester City to engage the emerging middle classes in emerging markets and position themselves as a more premium offering.
Despite a huge global partnership with the Premier League Champions, they had never really activated the sponsorship to any measurable success. They wanted to change this with a campaign that would directly engage consumers and fans alike in their target markets, build brand trust, and showcase their innovative “Stop At Nothing” brand spirit. To bring this to life, they turned to AND THE NEW.
In line with the Premier League January transfer window, we created a fully immersive campaign to give fans and consumers worldwide the chance to experience the buzz of signing for City on Transfer Deadline Day. The campaign featured a Web-based Augmented Reality experience that welcomed users to Manchester City on their “first day signing for the team”, with an in-built penalty shootout game, paid ads distribution, organic social content, geo-targeted website displays, and in-store POS branding the campaign took TECNO Mobile’s sponsorship to new heights.
RESULTS
70.3M IMPRESSIONS
70.3M impressions across social media channels.
258,197 UNIQUE VISITORS
258,197 unique visitors clicking through and interacting with the digital brand experience.
02:30 AVERAGE DWELL TIME
An average dwell time of 02:30 adding up to over 645,000 minutes of consumer dwell time.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
