Although Manchester United boasts a fanbase north of 650 million, interestingly, less than 1% actually lives in the U.K., its home country. Because very few get the chance to visit Old Trafford stadium to show their support, we teamed with Google+ to bring the stadium to them-digitally. During a match versus Liverpool, fans were given the opportunity to cheer from the "front row" without having to leave home.

Launch the campaign
Published
May 2014
Topics

The Story

Although Manchester United boasts a fanbase north of 650 million, interestingly, less than 1% actually lives in the U.K., its home country. Because very few get the chance to visit Old Trafford stadium to show their support, we teamed with Google+ to bring the stadium to them-digitally. During a match versus Liverpool, fans were given the opportunity to cheer from the "front row" without having to leave home.

We asked superfans from around the world to submit photos on Google+ that showcased their spirit using the hashtag #MUFrontRow. We selected the best 22 fan entries and then projected Hangouts with those fans onto the digital advertising boards at the side of the field. The Hangouts were broadcasted throughout the match so that fans truly felt like they were part of the action.

The Technology

The Results

#MUFrontRow was the top trending topic on Google+ globally the day of its launch and during the game. It was also in the top 10 for the duration of the recruitment phase. Front Row is now a global platform and will be scaled to additional soccer teams and to other sports in general. It’s becoming one of the fastest-growing pages on Google+.

100

Million people watching the Front Row live

350

Online articles covering the program

250%

Increase in followers for Manchester United's Google+ Page

Launch Date March 16, 2014