Code Red launch
We launched Code Red with a film. This gave young players a rare, behind- the-scenes look at Manchester United’s state-of-the-art Carrington training ground. The film featured some of United's biggest players, including Wayne Rooney, Rio Ferdinand and Patrice Evra.
We created a digital hub that took young players inside Manchester United's pre-season, giving them never-before-seen access to their heroes.
Videos instantly went viral on YouTube, helping to spread word of the campaign, inviting more young footballers into this VIP pre-season training camp.
We filmed Manchester United’s pre-season training and posted the videos to the Code Red site. Young players trained alongside the footballers they idolised, watching the videos on Nikefootball.com or keeping up with the action on twitter and Facebook.
Young players saw the content on the Nike Football Facebook page, commented on videos and suggested questions for player interviews.
Athletes answered questions and signed a shirt for the young players on camera. So the watching fans got their own personal training advice, and a signed shirt, from their hero.