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Nike Football: Code Red


Brief
Connect young footballers to the players they idolise and encourage them to get serious about their own pre-season training. 

Solution
Give young footballers inside access to Manchester United’s pre-season training and US tour. Use this to motivate grass-roots players to tackle their own pre-season training head on.

Role
• Wrote all the site copy
Developed the concept and script for the Code Red launch video and oversaw the player shoots
Cultivated the social campaign

Code Red launch

The Campaign
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.

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.

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.

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.

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.