While Manchester United has a global fan base, only 1% ever has the opportunity to visit Old Trafford stadium, in person. To reward these global fans for their passion and dedication, Uber brought Man United to Orion Mall in Bangalore, India, with an immersive experience that brought the essence of the stadium to the fans.
When Manifold sat down with Uber and Copa90 earlier this year, they asked us to create a space that embodies the sights, sounds and smells of a true Manchester United home match, in honor of their global Man United sponsorship.
- Campaign Management
- Creative Direction
- Mobile Installation
- Public Relations
When attendees arrived onsite, they entered the footprint through a re-creation of the iconic red tunnel at Old Trafford, which payers travel through on their way to the pitch from the locker room each game. At the end of the tunnel, a giant photo wall featured the Manchester United pitch, complete with real turf underfoot, providing a natural photo backdrop to bring to life the experience of stepping in to the stadium.
Once inside, a match day soundtrack of player intros, songs and cheers filled the air throughout the venue, creating a game-day atmosphere.
Guests could visit the Uber Destination United museum, which housed historical Man United memorabilia, and was curated by Manchester’s own museum curator, Jason Leach. The onsite museum displayed David Beckham’s boots, a Roy Keane jersey and a League Cup winners medal. Former Manchester United legend, Wes Brown and Leach hosted Q&A’s in the museum throughout the three-day experience.
While exploring the event, attendees could test out their soccer skill in the in the challenge area to win official Club merchandise, visit a replica of the Old Trafford locker room, take a virtual reality tour of the stadium and take pics with the legendary United Trinity statue, enhanced by an augmented reality app.
An immersive, 360-degree video projection dome was the highlight of the experience. 35 attendees could enter at a time to view highlights from games, and view a full video experience of taking an Uber to the stadium, walking through the tunnel, and arriving in their seat. At the end of the activation’s last day, Uber invited 35 VIP guests to watch the Manchester United vs. Arsenal game inside the dome through live webcasting. For those key fans, it was the Old Trafford experiences they’ve always dreamed of.
Through Destination United, Uber has come up with some really creative ways in which they can connect with our fans worldwide.
It does actually make you feel like you're at Old Trafford. I think it's a great experience for the fans, it's a project well done.
We are collapsing space and time between the MUFC global fan base by bringing them closer to their passion for the sport and their fellow supporters, creating an opportunity to experience the Theatre of Dreams in a way only Uber can do.
The "Destination United" experience has been created to highlight Uber's sponsorship deal as Official Ride Partner of Manchester United, and kicks off with an event in Bengaluru that will include surprising a devoted fan of the club specially selected by Uber.
The two companies are using this technology to help teleport fans from all over the globe to the stadium in England, letting them virtually meet the team.
As the official ride-sharing partner of the team Manchester United, Uber built an immersive fan experience April 27-29 in Bengaluru, India, modeled after Old Trafford, Manchester United’s storied home stadium.