There’s no bigger football community than Man Utd fans. They’re (almost) literally everywhere. From San Diego to Seoul and everywhere in between, you’re never far from a United fan.
But the local fandom feels different. For the red half of Manchester, the club is an extension of them. An institution that represents where they're from and who they are to the world. To be a United supporter from Manchester is to follow generations of family tradition.
So how does a new shirt sponsor connect with those fans to build credibility and love?
Our idea: The Devils Steps - a city-first, fan-first drop mechanic that lived where Manchester United passion runs deepest: in the streets of the city.
We set up at three iconic Manchester locations - the National Football Museum, Castlefield Bowl, and Old Trafford - and launched a simple challenge. Fans DM'd Snapdragon_UK to get the secret drop location, then had 90 minutes to claim their prize. The first 25 at each spot scored a brand new, fan-inspired third shirt. If they were fast enough.
They were. People sprinted through town, skipped work, faked dentist appointments - proving their devotion. The next day, we raised the stakes, dropping a signed Eric Cantona shirt, match tickets and shirts of their own. That moment alone drew 55,000 entries.
Racking up 36,900 engagements, 819 DMs and 80 winners from a reach of 1.7m, Snapdragon_UK introduced themselves to - and rewarded - the fanbase that fills Old Trafford, embedding itself into United fan culture overnight.
Objectives
Man Utd are the world’s most global football club - you can walk down any street in any country on the planet and see the famous red.
But the club's roots in Manchester grow deep. As a global sponsor of the most global of teams, we wanted to connect with the core fans for whom the club is an institution. Those who have grown up with United in their veins and whose voices are the roar behind their most famous triumphs.
This was about introducing Snapdragon to local fans and building rapport, love and equity from the get-go.
Creative Concept
The Devil's Steps
A live-drop hunt at three iconic Manchester locations. The mechanic: DM Snapdragon UK on Instagram, get the secret location, and race there within 90 minutes. The reward: a brand new, fan-inspired third shirt for the first 25 fans to arrive.
Day Zero
We teased through @snapdragon_uk and @weareunited (official Man Utd fan channel) platforms that something powered by Snapdragon was coming to Manchester the following day. The Call to Action was to follow Snapdragon UK to find out what was going on.
Day One
Three ‘secret’ drop sites: National Football Museum, Castlefield Bowl, Old Trafford. Instagram DMs were the key to getting access - creating urgency and exclusivity as only the first 25 to DM got the location. Our inbox was overwhelmed.
Live social coverage of fans running through the city to claim shirts. Content was amplified by weareunited to build more awareness, excitement and attention through the day.
Day Two
Surprise escalation: giveaway of a signed Eric Cantona shirt, match tickets and third shirts. A single post drove over 50,000 entries, bringing thousands of Man Utd’s local community to Snapdragon UK’s world.
Tone & Craft
Authentic Manc energy - playful, competitive, and rooted in fan culture. Visuals focused on speed, community, and the badge. Copy was short, sharp, and social-native.
Snapdragon went from ‘who?’ to fan favourites by making an instant connection with the red half of the city.
We demonstrated our own fandom, built goodwill with those who epitomise what it means to be United, and connected with the fans in a unique way.
Impact
