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Premiership club launches viral campaign
19/02/07 - Manchester United have launched a viral e-mail campaign to encourage fans to buy a season ticket, they are the first Premiership football team to do so. The Get That Season Ticket Feeling campaign promotes the One United membership scheme and it coincides with the expansion of their ground, Old Trafford.It's thought that the campaign will reach over 450, 000 people through direct mail and print activities. The online aspect of the campaign centres on a video following a fan's attempt to get a season ticket.
The campaign will also encourage fans to visit a site where they can post how they would celebrate getting a season ticket and view other fan's celebrations. Membership to the One United club places get supporters onto a waiting list for a season ticket and allows them to buy home tickets before they go on general sale.
Stephen Hall, ticketing and membership manager at Manchester United, advised that the club will see how well this campaign works before deciding whether to adopt this type of campaign in the future. "Viral campaigns are a new
area for the club but it presented us with an exciting opportunity and a further way to communicate with our fan base. We will be considering this form of fan communication for future campaigns," he said.
Old Trafford, Manchester United's home since 1910, increased its capacity to 76,000 for the 2006/07 season and has hosted several of the England national team's fixtures, including the recent 1-0 loss to Spain.
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Published Date: 2007-02-19 10:34:02Subscribe to our RSS News feed:
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