Really? Getting three Manchester United soccer stars to endorse meatballs? This three-minute meals concept manufactured by Korean food company Ottogi features Robin Van Persie, De Gea and Januzaj in their trademark stances while mixing between scenes of meatball dishes. While performance for the club has been on the rocks lately, popularity for the club remains strong. This promotional ad is an example of continuos support, albeit it does look a bit weird.
The Front Row Story
AND, I think this is extremely powerful. I mentioned in a conference presentation a while ago that brands harnessing human power has an exceptional appeal when compared to companies adopting the brand power approach. While the latter signifies a passive communication, human power aims to unify and conquer with one common agenda. This sort of relational contract between fans and brands becomes mutually dependent. As a result, engagement occurs because it needs to, and not because it had to. Take a look at what Google+ has done for Manchester United fans. They created the ‘Front Row’ project which took on a less perplexing approach of acquiring fan support, yet a very impactful one.
Zack Chia 