Case Study

Chevrolet scores with an only-on-Twitter experience for Man U fans

Key results

The opportunity

More than 50 million global fans of football (or “soccer” in the US) visit Twitter regularly. They’re on Twitter to get the insider’s view of the sport, and they want to feel connected to their favorite players.

Chevrolet (), through its sponsorship of the popular UK football team Manchester United (), saw an opportunity to deliver an innovative, only-on-Twitter experience designed to break through fans’ timelines.

The US automaker wasn’t interested in simply posting videos or pictures of MU players wearing Chevrolet-logo shirts. Instead, working with ad agency Commonwealth/McCann and content firm MOFILM, Chevrolet took the creative ball and ran with it. The company expanded the possibilities of innovative video content on Twitter and, in the process, reinforced its brand identity among influential, passionate sports fans.

The strategy

Chevrolet developed an eight-episode talk show, “Everything But Football Football Show,” featuring MU players. The series launched in May 2017 and appeared exclusively on Twitter. Fans got an inside look at the team on and off the field, with host and comedian Mark Smith () adding a fresh, irreverent spin — not to mention good-natured pranks. The show was the first global video subscription series on Twitter.

Chevrolet sought to create multiple opportunities for fans to engage with the series. Every episode was repurposed as a participatory multimedia event with Twitter Moments. The Moments helped to score even wider engagement among fans through trivia, polls, sharable highlights, and cutouts from the video content.

To help build a repeat audience, each Moment contained a Tweet that made it easy for fans to Retweet to Subscribe. Using the Retweet to Subscribe feature, fans in 12 countries received weekly notifications, giving them a sneak peek at new episodes before they were released to the public — feeding fans’ desire for exclusive access to content.

The success

The series was a game changer. Through exclusive content, fueled by Retweet to Subscribe and Twitter Moments, fans got the inside scoop and connection to MU players they crave — an experience only available on Twitter.

Chevrolet did more than stand out in timelines. During the series’ first few weeks, the automaker connected with legions of soccer fans, racking up 44 million impressions for its videos and earning a 100% positive-to-neutral sentiment.

By partnering with Twitter, we scored a huge win! With Retweet to Subscribe, online fans received an immediate notification when new content was available. All they had to do was Retweet Chevrolet’s post. What a simple, innovative, and effective solution to drive viewership and engagement.

John Gasloli, Senior Manager, Global Chevrolet Marketing

Solutions used

Audience targeting

You want your message to be heard by the right person. Twitter's targeting capabilities ensure it will be.

Learn More Arrow Right Icon

Twitter capabilities

Go beyond 140 characters. There are endless possibilities for reaching a live audience in real time.

Learn More Arrow Right Icon