United 140
Overview
The task: To create a social media campaign that leverages HCL’s newfound partnership with Manchester United.
The vision: To create a unique experience that money can’t buy.
The idea: The first crowd-sourced tweet. Combining letters from fans and players to form a single tweet that is given a permanent spot at the home of Manchester United – Old Trafford.
I created the concept and, along with my team, worked on copy for films and digital posts.
redefining Fan Letters
HCL’s positioning around their partnership with Manchester United was #UnitedByHCL, which promised fans a way to connect with their favourite players in ways unique, meaningful ways. The concept of United 140 aligned with this mission and gave fans around the world a chance to connect with players on Twitter. To communicate the concept, we created social media posts and films.
Players Gonna Play
Manchester United players got into the game as well, sending in the letters they’d like to add to the tweet as well.
Taking Over Manchester United
Or at least their website. To drive users to the campaign, we leveraged the Manchester United partnership to take over banner spaces on the club’s website and drive their massive traffic towards our campaign.
Impact
The campaign was covered in several global publications, raised HCL’s brand awareness and most importantly, brought fans from around the world closer to Manchester United in a way only possible thanks to digital intervention.