Manchester United FC
Objectives
Manchester United were keen to explore targeting fans’ passionate connection with the club more effectively and interactively and drive increased traffic to website in order to generate additional digital memberships. In addition, they were looking to explore ways in which they could monetize specific content generated by users via viral email marketing, and to better control the use of their proprietary video content.
RTC Solution
In collaboration with Manchester United, RTC developed a unique Adaptive Video Greeting application. Viewers can select their choice of music, choice of cup fixture, and a video clip of past and current Manchester United players in action. In addition they can create personalized messages. The bespoke Video Greeting is assembled in real time and previewed to the viewer, who can then send the adapted Video Greeting in an email to friends.
Results
During the test period, Manchester United achieved a 17% success rate in email opening (this is over 6% the MUFC norm).
87% of these users generated their own unique Adaptive Video Greeting from a possible 53 million adapted variations of content, and an average user generated 1.9 videos. One in three recipients sent the original message onto another friend.
Manchester United and RTC are currently scoping a Beta Release to 10 international markets and season ticket holders, followed by a full Commercial Release to 4.5M email addresses.
