COMPASS MAGAZINE #11
COMPASS MAGAZINE #11

GOOGLE+: FRONT ROW

Mobile devices and social applications have caught on like wildfire. Marketers are using these digital tools, including 3D visualization technology, to earn their time on our screens. In this Gallery of Great Marketing, Compass profiles a number of companies and organizations that thought outside the traditional frame of what marketing can accomplish.

Built on the idea that Google+ offers people the chance to get closer to the things they love, Google and its UK ad agency, adam&eveDDB, created a virtual “front row” for Manchester United at its home stadium, Old Trafford. The incredibly popular football club has approximately 650 million fans worldwide, but only 1% of them live in the UK, meaning that many never get to see a Man U game in the stadium.

Using Google+ Hangouts technology, more than 20 lucky fans from around the globe were chosen to appear live on giant digital screens that ring the field’s perimeter – a “front row” closer to the action than anyone in the stadium – from their homes during a match against Liverpool.

Fans were selected based on photos they submitted on Google+ Hangouts that showcased their Man U spirit. During the game, fans from Malaysia, Mexico, Namibia and a dozen other countries were projected onto the screens – which usually display advertisements – as they cheered on their beloved team. More than 100 million others tuned in to watch. “The project transformed what it means to be a global sports fan, whilst raising awareness of Google+ and Manchester United’s profile on the platform,” said Sam Brown, adam&eveDDB account director.

The project resulted in a 250% increase in growth on Manchester United’s Google+ page, making it the fastest-growing Google+ page in the world.

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