Manchester City celebrated Chinese New Year, together with sister clubs Melbourne City and New York City, through a series of activities and initiatives across the Club’s platforms.
More than 60 pieces of dedicated content were created across City’s UK and Chinese platforms, from animated characters to features on players developing their language skills and tasting Chinese food. The food-tasting video was picked up by global broadcasters including China’s CCTV5 and, in the UK, Sky Sports News, ESPN and ITV, and was seen on Facebook by more than 4 million people. On Chinese platform YouKu, the video views were 100 times the average for City videos.
City ranked number one in sports ‘hot trends’ on social media platform Sina Weibo with 8.1 million views of the hashtag #citycelebrateschinesenewyear, and were the first European football club to have a Weibo card.
City’s match against Leicester was dedicated to the Chinese New Year; players walked out in t-shirts featuring messages in Mandarin, and fans received special fortune cookie offers to redeem across the stadium.
A purpose built fan-engagement platform, ‘Golden Envelope’, was also created to give fans in China the opportunity to win exclusive prizes as part of the seasonal celebration.