Liam and the home shirt up in lights
- 19 July 2011 15:01
- Posted by Ian Howard
Manchester is famous for football, music and the weather, and they all came together on Friday night!
We¹ve already premiered a very special video with you, and now we¹ve got this great picture to share.
On Friday night, we wanted to bring Beady Eye singer Liam Gallagher and his club even closer together, so we asked Ear to the Ground, the UK’s most exciting event and live communications agency to work their magic.
Ear to the Ground invited Liam Gallagher and his band Beady Eye into the studio to record their own unique rendition of the Manchester City anthem complete with promotional music video.
Following the launch of the video, later that evening, Ear to the Ground projected a giant image of Liam Gallagher onto the stadium proudly sporting his beloved Manchester City’s new home shirt. This high impact media-friendly moment was just the flashpoint of a campaign that has seen Umbro and Manchester City engage with supporters around the world through an innovative blend of traditional and non-traditional media channels.
With the launch, conceived and executed by Ear to the Ground the promotional engines of Beady Eye, Manchester City FC, Umbro and Ear to the Ground were geared up to get this unique content out to fans globally.
Steve Smith MD of Ear to the Ground comments:
“Umbro were preparing to launch the new Manchester City home shirt which timed perfectly with the release of Beady Eye’s new single. And Liam Gallagher’s love of City is well known to his fans. Our job was to create a storyline that pulled all these elements together into a cohesive narrative that would engage fans and the media. The sound wave on the shirt was the starting point and everything led from there. The creation of an original track by one of the world's most iconic rock & roll stars represents a new level of partnership for a football club and football culture brands.”
Head of Marketing at Manchester City, Julian Pate, said:
“Manchester City Football Club continues to explore new ways of engaging with our fans and the wider entertainment audience. Through collaborating with our partners, Ear to the Ground and Umbro, we have attempted to deliver an innovative launch campaign that challenges traditional mechanics.”
Ear to the Ground is an events and live communications agency that specialises in bringing brands and audiences together through the power of live sport and music. The award-winning agency’s latest activation follows on from the 2010 global launch of England’s away kit with rockers Kasabian.
You can pre-order the new home shirt, which will be in the shops on 22 July, from our online store. And if you like the look of Liam on our home ground, we'll be making a wallpaper of this very shortly for you to download.