The opportunity
Only 1% of Manchester United's global fanbase will ever set foot in Old Trafford. For the rest, the stadium exists as something imagined rather than experienced. Uber wanted to change that, at least for one weekend, in Bangalore.
Experiential · Brand Activation · Immersive Experience · Sports Marketing · Digital · Social MediaMy role
I led the creative direction of an immersive brand experience that brought the essence of Old Trafford to Orion Mall. Not a replica, but a feeling. The brief was to make fans who had never been to Manchester feel like they had.
The experience was built in layers. Guests entered through a recreation of the iconic red tunnel. Real turf underfoot. A matchday soundtrack filling the air. A curated museum of United memorabilia managed by Manchester's own museum curator. Former player Wes Brown hosted Q&As throughout the three days.
The result
The centrepiece was a 360-degree projection dome where 35 guests at a time could watch match highlights, take a virtual Uber to the stadium and arrive in their seat. On the final day, 35 VIP guests watched Manchester United vs Arsenal live inside the dome. For many of them, it was the closest they will ever get to the real thing.
The activation ran across experiential, digital and social, extending the moment well beyond the physical footprint.
