Manchester City
My First City Game
Manchester City Football Club has long had some of England’s most passionate supporters. By getting fans engaged around their first game day experience, the club wanted to put that passion on display, both online and in the stadium.
Situation
MCFC wanted to reconnect with supporters of the team and reiterate their place at the centre of the club.
Approach
- Spook developed My First City Game, a campaign to celebrate fans’ memories and experiences
- We engaged supporters to submit their own experiences about their first Man City game via a microsite that we created
- The best anecdotes were turned into giant boards and posted around the concourse at City of Manchester Stadium
- The online efforts were aided by a tactical PR campaign that activated key media relationships and partnerships and drove fans to the microsite to add their submissions
Results
- We received over 700 submissions in the first week of launch
- 30,000+ hits on the homepage of the microsite
- Generated mass exposure in regional media at launch
- Now over 1,500 memories
- Utilisation of memories in experiential locations at the stadium
