Manchester City’s ‘Blue Sunday’ engagement is a hit with fans
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Impressive results are emerging this week from a brand experience that was used to engage with Manchester City fans at the weekend – 128,000 page views, 5743 unique tags and 9336 competition entries were posted within 24 hours of a Gigapixel photo being posted online.
On Sunday 22nd January, Gigapixel FanCam debuted the first-ever UK Barclays Premier League FanCam, the world’s highest resolution 360-degree interactive image. Celebrating the Manchester City vs. Tottenham Hotspur fixture, MCFC fans were invited to wear blue to mark ‘Blue Sunday’, the club’s latest marketing initiative. Fans were captured during the first half and were then able to find themselves in the 10 000 megapixel interactive image, tagging themselves, sharing and re-living the experience via Facebook & Twitter, in unprecedented focus and detail http://www.mcfc.co.uk/cityfancam
The City ‘Blue Sunday’ FanCam was supported with strong pre-match promotion, focused online via club website, You Tube and player promotion. MCFC players appeared in a specially created video, encouraging fans to wear blue, becoming part of ‘Blue Sunday’, with a chance of winning a place in the 2012/13 team photo. The City FanCam enabled fans to become uniquely involved in the match, both on the day and thereafter, capturing the event forever.
This fan-focused initiative is a collaborative marketing effort by SEI London and MCFC. Julian Pate, head of marketing, for Manchester City, said: “Although digital stadium panoramas have been done in the past, they have always felt one dimensional. The idea behind #bluesunday and City Fan Cam was to engage fans in the physical space on match-day and involve the wider international fan base digitally through our social channels – something that hasn’t been done in football before.
Tinus Le Roux, Founder, Gigapixel FanCam said, “MCFC and its fans are the first Barclays Premier League side to become part of the FanCam family, marking an incredible ‘Blue Sunday’. The combination of industry leading technology with social media engagement, delivers an unforgettable experience for the fans and a unique marketing opportunity for MCFC.”
Russell Stopford, head of digital, for Manchester City: “The chosen players have a huge global appeal across social media. By harnessing the players’ international reach and creating engagement opportunities across multiple Club channels, we are able to bring our fans closer to the club, regardless of where they are in the world.”
Gigapixel FanCam is an industry leading technology, enabling a 360 image to be captured in phenomenal clarity, which is then digitally stitched to create an interactive photo.
