Carphone Warehouse launches Smart Bites with Manchester United's first Fergie free match

The Carphone Warehouse celebrated Manchester United’s first game without long-standing manager Sir Alex Ferguson as part of its new ‘Smart Bites’ initiative. Strategically and creatively lead by digital partners Steak and 360i, in collaboration with social agency Cake, Smart Bites sees the high street retailer insert itself into conversations about culturally relevant events. During the match Carphone Warehouse posted tweets and Facebook comments – with a smartphone twist – about new manager David Moyes’ first game in charge. During the course of the game the creative reached over 500,000 impressions on Twitter and Facebook.

Manchester United's first game without Fergie provided the campaign hook

Gareth Jones, head of online marketing at Carphone Warehouse, said: “With social playing an important role in the future of SEO, it’s important for Carphone Warehouse that our digital strategy encompasses this ideology moving forward. Steak and 360i were able to produce great content that put our brand in front of a wider audience which amplified engagement whilst driving SEO value.”Group account director for Steak, Daniel McIntosh, added: “Although a different route for the brand, we felt that we needed to maximise the social opportunity presented by the game and it fell perfectly with the target audience. Reacting in real-time during such events not only increases reach, but instils faith and relevance amongst the audience.”Smart Bites will now continue with a new post every day over the next five weeks.

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