REPLAY
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A look back at notable campaigns and news items from 2014
MAN UNITED’S RECORD KIT DEAL
PRICELESS MASTERCARD
Despite a difficult year on the pitch,
Mastercard has already started to activate their
Manchester United continue to attract
sponsorship of the 2015 Rugby World Cup through
commercial interest off it.
a number of campaigns.
After a thirteen year partnership, Manchester
Brand ambassadors were launched through their
United ended their relationship with Nike in
Instagram account as an extension of their
favour of a world record breaking deal with
‘priceless moments’ campaign. #pricelesssurprises.
adidas. The new deal will see income from
It used brand ambassadors to surprise the public,
their kit manufacturer jump from £23.5m per
including this video of Martin Johnson and Chris
year to an incredible £75m a year, making
Robshaw surprising a school rugby team.
Manchester United, according to Forbes, the
Mastercard also developed an exclusive campaign
worlds most valuable club. The adidas deal is
for their card holders, offering the chance to get
likely to take the club’s annual sponsorship
their hands on tickets for the tournament.
revenue over £200m.
HEINEKEN SNAPS AT COACHELLA
COMMERCIAL BREAK HISTORY
At this year’s Coachella festival, Heineken House
Thanks to a unique broadcasting partnership
created a hub where consumers could experience
between Google and Channel 4, Sam Smith
collaborations across music, food, and art.
became the first to star in a live music
performance during a commercial break . In May
In a ‘beer brand first’, Heineken leveraged
Snapchat to tease upcoming performances. Fans
connected to HeinekenSnapWho where they were
snapped clues of upcoming acts. If consumers
snapped back correctly guessing the artist, they
were sent a teaser of the upcoming performance
and details of when it was happening.
Expect similar campaigns at upcoming 2015 music
festivals!
last year, the singer performed his single ‘Stay
With Me’ completely live during the three and a
half minute ad break during Alan Carr: Chatty
Man. Whilst Smith noted his excitement to be
“part of a world first”, Stephen Rosenthal from
Google UK said the unique partnership reflected
how Google Play Music will “shake up the way
music lovers connect with the bands and tracks
they love.”