As part of its partnership with Manchester United, Apollo Tyres has launched a digital campaign titled ‘#EarnTheJersey’ to leverage the popularity of the renowned English football club. The unique campaign is based on the saying, “A Jersey is always ‘EARNED’ and never ‘GIVEN’,” and this is a saying that is particularly true about Manchester United.
The main objectives of the campaign are to create brand awareness about Apollo Tyres’ partnership with Manchester United amongst the Indian fans of football and Manchester United to broaden the tire manufacturer’s engagement with its own consumers.
Through the #EarnTheJersey contest, fans of the club fan can ‘Earn’ their Manchester United jersey by ‘Going The Distance’ and taking steps to show that they deserve a jersey. All that football fans have to do is download the augmented reality app from Google Play or iOS store, and then scan the logo of Apollo Tyres at different locations. They can thus “earn” prizes like signed jerseys, footballs and other merchandise.
Commenting on the campaign, Pramesh Arya, Group Head, Marketing (APMEA), Apollo Tyres Ltd said that the company believed in the power of the digital medium to connect with its consumers. In the recent past, Apollo Tyres has created a strong digital presence.
He added, “Leveraging our association with Manchester United and the power of AR technology, we want to create exciting experiences and rewards for our consumers. With this campaign, we want to graduate from search and display based awareness campaigns to creation of a brand engagement property that drives brand differentiation and loyalty.”
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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