Chevrolet has marked the announcement of its new Manchester United partnership with a fan-created short film competition in partnership with Mofilm called 2:59@Old Trafford.
The idea behind the consumer-created initiative is for supporters to make short, 60-second videos that that capture the excitement and traditions of that last minute before kickoff.
The brand is acting as instigator and curator and offers Utd fans from around the world the chance to show their passion by created videos about personal and shared pre-match moments, preparations, last minute social traditions and individual good luck rituals immediately before the game starts.
The objective is to create and collate a set of films that provide unique fan insights into fan energy, devotion and anticipation – whether they are at Old Trafford, in a bar, or at home watching or listening to the game.
The work, which is the car brand’s first significant activity since becoming the club’s automotive partner in May, is running across the Mofilm platform and is being incentivised through a prize for the winning film maker of £8,000 and a trip to London.
Mofilm is an organisation dedicated to helping aspiring filmmakers create videos for big brands and social causes. It’s mission is to allow creative people from anywhere in the world and with any background to ‘Get Creative – Get Noticed and Get Famous!’ using the Mofilm platform as a base to run multiple major film competitions each year to showcase talent.
Last month the US-based auto brand also announced a record-breaking seven-year deal to take over from incumbent Aon as the team’s shirt from the 2014/15 season in a partnership reported to be worth £357m..
Beate Stumpe, director of brand and marketing of Chevrolet Europe, says: “With our new partnership with Manchester United, we are bringing fans closer to the game. We are very much looking forward to see how young filmmakers portray the pulsating anticipation felt by supporters in that one minute before the match starts.’
Aspiring filmmakers and Red Devils fans can download the full film brief from the Mofilm website, or see full details via Facebook and Twitter, and entries must be submitted by 1 October.
The award ceremony for the winner will be held from October 23 – 25 in London.
This isn’t the first time the brand has worked with Mofilm. Since 2009 Chevrolet previously partnered with Mofilm in the US, India and Europe for other marketing and brand alliance campaigns.
This competition is part of this year’s Mofilm annual London film making competition, and while the prize on offer is in itself attractive, it’s London-centric nature may play in to the hands of rival supporters who mock Utd fans about the number of supporters of the club who are not from Manchester – particularly London-based ones.
Other early sponsorship activations between the car marque and the football team included a plan to offer fans free parking at home games a part of its fan park, where it will host match day promotions and activity.
At the shirt sponsorship announcement itself, United commercial director, Richard Arnold, said: ‘This is a fantastic, long-term deal for the club. We have been partners with Chevrolet for only six weeks, but already they have produced some fantastic ideas that will benefit both the partnership and our 659m followers around the world. They are a key partner on our current tour and I know they have enjoyed experiencing the buzz generated by our fanatical support and the sell-out crowds in South Africa, China, and Europe. This commitment to United and its fans will bring real benefits to everyone who cares about the club.’
While Alan Batey, General Motors’ North America Vice President, US Sales and Service, said: ‘We are extremely proud to connect our brand, Chevrolet, with Manchester United and its passionate supporters all around the world. Manchester United’s statistics are impressive, but this relationship goes far beyond the numbers – this relationship is about connecting our brand with the deep-seated emotion that surrounds the team everywhere it goes To be only the fifth name on the iconic red jersey is a genuine honour. We very much look forward to the road ahead and the opportunities we have in partnering with such a legendary club.”
Other than incumbent Aon, the team’s previous shirt sponsors were Sharp Electronics, Vodafone and AIG.
Chevrolet is General Motors biggest global car brand with annual sales of more than four million vehicles in 140 countries. But in Europe, its ownership of Opel has always overshadowed Chevrolet. However, in 2005 GM relaunched the Chevy brand in Europe is has been seeking marketing opportunities that will help its strategy of accelerating sales of its Korean-made Chevrolet cars across Europe.
It is trying to achieve this in Europe by strengthening its brand awareness, establishing a more premium positioning and being recognised has a brand that has some genuine European (rather than American) credentials.
Football is clearly a major part of this strategy and May’s initial alliance with Manchester United was followed by a similar official car brand deal with rivals Liverpool FC in June.