Objective

Real football fans know it: the 3rd kit is always the coolest.

When Manchester United revealed theirs, it came with something new - Snapdragon’s first-ever appearance on the Red Devils’ chest.

We needed to make our debut unmissable.

The idea: The Devil's Steps - a city-first, fan-first drop mechanic that lived where Manchester United passion runs deepest: in the streets.

We set up at three iconic Manchester locations - the National Football Museum, Castlefield Bowl, and Old Trafford - and launched a simple challenge. Fans DM'ed Snapdragon to get the secret drop location, then had 90 minutes to claim their prize. The first 25 at each spot scored an exclusive enamel pin - if they could run fast enough.

They did. People sprinted through town, skipped work, faked dentist appointments - proving their devotion. The next day, we raised the stakes, dropping Cantona’s match-worn shirt and tickets to Old Trafford. That moment alone drew 55,000 entries.

The results: 1.7M reach, 36,900 engagements, 819 DMs, and 80 winners - but more importantly, Snapdragon embedded itself into United fan culture overnight.

We didn’t just sponsor a kit. We activated it like a badge of honour, Manc style.

Objectives

• Mark the beginning of a new front-of-shirt partnership between Man Utd and Snapdragon with cultural credibility
• Introduce the brand to the fanbase in a region where brand recognition is low
• Reward local fans who are the heartbeat of the club and culture
• Encourage conversion of those fans to the Snapdragon community
• Drive social buzz and participation through a city-wide activation

Strategy

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 on Instagram, get the secret location, and race there within 90 minutes. The reward: an exclusive enamel pin 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 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 pins. 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’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.

Results

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

• 1.7M total reach
• 36,900 engagements
• 819 DMs
• 80 in-person winners
• 52,000 new followers on Snapdragon UK social channels 
   

Media