adidas A-Club activations: Manchester United FC

The adidas A-Club football list includes some of the world's biggest football clubs who are partnered with the brand; Manchester United, Arsenal, Juventus and Real Madrid to name a few. My role within the adiClub team is to provide experiences which money can't buy for our members. And for football fans, that means getting inside access to these clubs. The 'Why' Our football activations are constantly the best performing raffles we run in terms of engagement. And our A-Clubs are our biggest partners in football. Running a raffle to spend a weekend with these clubs is the perfect activation to gain maximum engagement and also ensure we create that money can't buy experience. The 'How' We ran a raffle on the app for all adiClub members in the UK - we gave them the chance to spend a weekend in Manchester gaining 'backstage' access to the club. Once we selected our winner (they could also bring a plus 1). We organised their travel, accommodation, product prizes and meals for them so they had absolutely nothing to worry about for the trip. The 'What' Being the lead project manager for this activation, I was also the chaperone/brand ambassador on behalf of adiClub for the weekend. This meant being with the guests throughout the whole weekend and making sure everything ran as smoothly as possible. Upon their arrival, I set up their hotel rooms with adidas presents so they felt welcome and taken care from the start. On the first day, we went to Carrington to watch the first team train and meet some legends of the club. Then on the match day, we got pitch side access, then spent the game in the adidas box with a perfect view. The result was a 1-1 draw against Aston Villa, which wasn't the perfect result for our guests who were die hard ManU fans - but the experience was something they said they will never forget.