Chivas Regal
Big games, big crowds, and big names… Manchester United may be one of the most famous clubs in the world, but how many people know what really goes on behind the scenes? Raise the Game is an online magazine show created by Chivas Regal in partnership with Manchester United to give fans the inside track on the club’s off-pitch identity - whilst also inviting them to celebrate Chivas’ role within football culture.
In each episode, the hosts invite viewers into the inner circle - via a purpose-built set featuring a luxurious Chivas branded lounge bar and games arena - uncovering the cultural heart of the club by linking up with players, legends, and famous fans - all over a Chivas cocktail. Designed as a three-part series for the club’s YouTube channel, the campaign also created short-form social content which was shared simultaneously in the lead up to each episode across the social channels of Chivas, Manchester United and the talent involved in the series.
Chivas aims to Raise the Game by elevating the entertaining, open, and luxurious side of football - and this series shows that philosophy in action. The campaign had a very positive response with the first episode hitting over 100,000 organic views in the first week.
Our new content series aims to bring the Chivas ambition in football to life. Developed in collaboration with Manchester United, this sets a new standard in how we can leverage the reach of a club’s digital channels to drive visibility and engagement with the brand.”