OKX, an outstanding Web3 technology company, and Manchester City’s Training Kit Partner, launched a new interactive metaverse avatar promotion with the club. Fans can now customize their own digital models on playforthecity.com by putting them in Manchester City training kits and pre-game warm-up clothes with OKX branding.
During Manchester City’s home match against fellow Premier League title contenders Arsenal, a multi-channel campaign will feature the debut of a hero video depicting top Manchester City players as giant avatars discovering Manchester as participants make their way to the stadium. The video will disclose the new experience and encourage supporters to “Play for the City” by creating their own digital avatars in the Manchester City x OKX kit.
Playforthecity.com enables individuals to create personalized identities in mere seconds, allowing them to use these avatars across 4,000 metaverse games and applications. Supporters who share their avatars on social media with the hashtag #playforthecity stand a chance to win epic prizes from Manchester City and OKX in a giveaway.
Haider Rafique, OKX’s Global Chief Marketing Officer, believes that the metaverse experiences developed in partnership with Manchester City offer a host of exciting new possibilities, with users’ avatars providing access to these experiences. The campaign showcases Manchester City and OKX’s commitment to fulfilling the potential of Web3, improving the fan experience, and offering a novel approach to accessing the internet.
Gavin Johnson, the Media Director at City Football Group, expressed his satisfaction with launching an exciting campaign with OKX and Yahoo. With the combined expertise of all three collaborators, Manchester City fans worldwide are provided with a unique and interesting way to connect and engage with the club. Johnson hopes that fans will enjoy the experience offered through the campaign.
Yahoo utilized its top-notch team and technology to create content to deliver the experience to fans and effectively spread the message. Manchester City and OKX created the experience in collaboration with Yahoo.
Yahoo was responsible for producing the hero video for the initiative and will disseminate it using various digital channels, including DOOH locations, mobile, tablet, and TV screens via video, display, and native formats. This will inspire fans of Manchester City to participate in the innovative experience. Yahoo developed a customized AR and avatar experience in collaboration with the Ready Player Me platform.
Josh Partridge, the Head of EMEA at Yahoo, revealed that his team was tasked with creating an enjoyable, interactive, and immersive experience for Manchester City supporters. This involved offering fans digital access to the team and players across various touchpoints in the stadium, the city, and even in the virtual world. Leveraging Yahoo’s expertise in producing premium quality digital content and distributing it at scale, the company aims to establish deeper connections between the club and its fans on digital platforms through new, interactive ways on match day and beyond.
Following the introduction of a training program with Ruben Dias and a tactical masterclass with Ilkay Gundoan in the OKX Collective Metaverse, this is the most recent Metaverse experience that OKX and Manchester City have offered to fans. Fans will be permitted access to the metaverse in May for special interactions with Jack Grealish and Alex Greenwood.
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