Manchester United has a tough task to engage 35 million fans in India and even tougher when one of your partners exit, as seen in General Motors' India departure, which will 'limit' Manchester United's jersey deal engagement. The onus is now on Apollo Tyres, partners of Manchester United FC since 2013 to market the brand in the Indian market.
Directed at the brand’s target audience, they have brought together everyone who followed Manchester United religiously, and those who were football fanatics, while incorporating their own brand.
The AR mobile-based app, built inhouse, allows a player to scan an Apollo Tyres logo, and swipe the football in motion to earn a jersey. The more jerseys in your account, the more chances of you winning an exclusively signed Manchester United Jersey, and many other Manchester United signed merchandise.
Players are allowed to refer friends and contacts, creating a ripple effect with simple swipes on their smartphones. But what sets the ball rolling, with the brand’s logo being in limelight, is an increased brand consideration.