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More than 50 million global soccer fans visit Twitter regularly. Chevrolet, through its sponsorship of UK team Manchester United (Man Utd), saw this as an opportunity to deliver an innovative, only-on Twitter experience that garnered 44 million impressions in the first few weeks.
Instead of simply posting videos or pictures of Man Utd players wearing Chevrolet-logo shirts, the US automaker teamed up with ad agency Commonwealth/McCann and content firm MOFILM to create an immersive content experience for fans to reinforce its brand identity among the influential, passionate football audience.
In May 2017, Chevrolet launched an eight-episode talk show, “Everything But Football Football Show,” exclusively on Twitter. Fans got an inside look at the Man Utd team on and off the field, with UK host and comedian Mark Smith adding a fresh, irreverent spin—not to mention good-natured pranks.
Chevrolet also created multiple opportunities for fans to engage with the series, which was first global video subscription series on Twitter. Each episode was repurposed as a participatory multimedia event with Twitter Moments. The Moments helped to score even wider engagement among fans through trivia, polls, sharable highlights and cutouts from the video content.
Key Results of the Campaign
To help build a repeat audience, each Moment 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, and fed fans’ desire for exclusive access to content.
“With ‘Retweet to Subscribe,’ online fans received an immediate notification when new content was available,” said John Gasloli, senior manager of Global Chevrolet Marketing. “All they had to do was Retweet Chevrolet’s post. What a simple, innovative and effective solution to drive viewership and engagement.”
Chevrolet did more than stand out in timelines. During the series’ first few weeks, beyond racking up 44 million impressions on its videos, the automaker connected with legions of football fans and earned a 100% positive-to-neutral sentiment.
—Mitali Hobbs and Elizabeth Mansfield, Twitter
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