All or Nothing: Man City

All or Nothing: Manchester City is an 8-part, behind the scenes documentary that followed the Manchester City Football Club across their 2018 championship winning season. This as the first All or Nothing international series for Amazon Prime Video and key moment to understand if the series could thrive outside of America.

Screen Shot 2019-07-06 at 15.39.48.png

Screen Shot 2019-07-02 at 19.29.29.png

Social Strategy

The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show and led #allornothing to trend for 2 days upon its release in the UK, US and ES.
Diving into the conversation at release weekend, 39% of all conversation relating to Manchester City related back to the All or Nothing series. This grew in relation to Amazon, where 79% of all conversation in the UK about Amazon related back to All or Nothing.

Video Content

To support the strategy, every piece of shared video content was carefully built to give Man City fans key looks behind their players and non-supporters a tease that they could see the magic behind what has made the team unbeatable. After all, the goal was to drive views from all football fans, not just Man City supporters

Out of Home

OOH efforts were also placed to drive maximum social conversation. By strategically targeting areas of Manchester that were pro-City with bespoke messages, and the wider Manchester area with large, unmissable key images and quotes, the billboards were made for attention. These billboards were shared on social channels across their run time and drove more organic social conversation to extend the reach of the show.