Chevrolet Drives Everything But Football Football Show on Twitter

The 'first-ever global video subscription series' offers an off-the-pitch look at Manchester United players

Chevrolet is giving fans of soccer powerhouse Manchester United the chance to get to know the club’s players off the pitch with what it is calling the “first-ever global video subscription series,” Everything But Football Football Show, on Twitter.

Fans can “retweet to subscribe,” meaning that when they retweet, they will receive weekly notifications when new episodes are available, but before they are “widely released.” Episodes will also be published as Twitter Moments.

The automaker said in a press release that by deconstructing each episode of Everything But Football Football Show into short segments that will be presented as multimedia stories within Twitter Moments, viewers will have “numerous opportunities” to interact, including via trivia and polls.

Chevrolet added that it worked with ad agency Commonwealth/McCann and Mofilm, a “global community of filmmakers and content creators,” on the weekly web series, during which comedian Mark Smith interacts with the players.

Twitter head of global brand strategy Alex Josephson said in the release:

Executing creative and innovative work is not easy, and our team was elated that Chevrolet possessed the appetite to push the boundaries of video content on Twitter. It’s a true testament to the trust and partnership we have built with Chevrolet.

Chevrolet global marketing senior manager John Gasloli added:

It is our goal to break through the news-feed-scrolling behavior of social, drawing fans to our brand and keeping them coming back week after week. Using Twitter Moments and retweet to subscribe, Chevrolet is changing the video viewing experience from one that is passive to one that is fully participatory and engaging. It also keeps the user within the experience, allowing them to engage with all content without ever leaving Twitter.