Manchester United to unveil global social strategy
Tue 1st Nov 2011 | IT & Technology
Manchester United has appointed SapientNitro as its global digital agency, to handle its digital strategy, digital marketing communications and online experience according to Brand Republic.
The agency will help United, who have arrived relatively late on the social media scene, to design and build a digital platform that will provide a network for Manchester United fans worldwide, rolling out in stages over the next two years.
The club has identified a target of more than 500m fans, after research agency TNS estimated a potential global audience of 660m with an allegiance to the club. The Manchester United Facebook page has attracted 20m fans in the year since it launched.
The platform will host multimedia content and offer advertising and sponsorship opportunities for brands. It will also sell items such as club merchandise through an ecommerce function.
The aim is to drive engagement with the club’s fans and tap into Asian markets, where Manchester United has a strong following and smartphone use is growing rapidly.
It’s expected the club will offer fans exclusive content, such as videos featuring star players, and content from TV channel MUTV.
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