At the start of the 2012/13 season, Manchester United announced the launch of a new fan engagement project, #IAMUNITED, aimed at galvanising the global fanbase. The rollout has so far seen the advent of Fan Parties: screenings of Manchester United matches held in large venues across the globe, recreating the Old Trafford atmosphere with former players on-hand to offer insight. The first event in New York saw 2,000 fans gather at Manhattan’s Terminal 5 venue to watch the team beat Stoke City 5–2 and was promoted via a viral video campaign, with a pre-promotional video shot with the Club’s fans in New York. This was then released through the Club’s official website, social media and the social media of our partners, and shared by Fox Soccer in the US.

Digital board advertising at Old Trafford, online advertising and solus email campaigns also supported the event, pushing online traffic; over 12,000 people registered to attend. The second event in Jakarta was promoted in a similar manner with a viral video campaign, digital board and online advertising, directing marketing to the Club’s database and interaction with Manchester United Supporters’ Clubs. This event saw 12,000 fans join Andrew Cole in the Indonesian capital to watch Manchester United beat Arsenal 2-1. Third and fourth events followed in Kuwait City and New Delhi respectively. Those in Kuwait experienced the drama of Derby Day with Peter Schmeichel, whilst Delhi came together to witness Sir Alex Ferguson’s last game in charge.