Chevrolet's sponsorship of globally popular U.K. soccer team Manchester United was a great partnership for the brand, but the U.S. automaker was looking to do more than just show Manchester United players sporting shirts with the Chevy logo.
Since more than 50 million soccer fans use Twitter regularly, Chevrolet was looking to deliver an innovative, only-on-Twitter experience designed to increase brand awareness by providing Manchester United fans with an insider view of the sport.
Working with ad agency
To help fans engage with the series, each episode was repurposed as a participatory multimedia event using Twitter Moments, which contained a Tweet that made it easy for fans to Retweet to Subscribe. Using the Retweet to Subscribe feature, fans in 12 countries received weekly notifications, giving them a sneak peek at new episodes before they were released to the public.
"By partnering with Twitter, we scored a huge win," says John Gasloli, senior manager, Global Chevrolet Marketing. "With Retweet to Subscribe, online fans received an immediate notification when new content was available. All they had to do was Retweet Chevrolet's post. What a simple, innovative and effective solution to drive viewership and engagement."
Through exclusive content, fueled by Retweet to Subscribe and Twitter Moments, fans got the inside scoop and connection to Manchester United players they crave—an experience only available on Twitter.
The talk show delivered, making sure Chevrolet did more than stand out in timelines. During the series' first few weeks, the automaker connected with legions of football fans, racking up 44 million impressions for its videos and earning a 100 percent positive-to-neutral sentiment.
Thanks to this campaign, Chevrolet expanded the possibilities of innovative video content on Twitter and, in the process, reinforced its brand identity among influential, passionate sports fans.