Old Trafford is the heartbeat of Manchester United. It is the ground where dreams have become reality for players and fans alike for over 70 years. However only a fraction of the clubs 1.1 billion fans worldwide will ever get the chance to visit the Theatre of Dreams and in 2020, the global pandemic meant fans were unable to attend the club’s spiritual home altogether. So how could DHL help connect fans from around the world with the club they love when they needed it most?
We created a virtual ‘Theatre of Dreams’ – a symbolic destination specifically designed to connect Manchester United fans from all over the world and reward them for their dedication to the club. Fans were invited to take their seat in the Sir Alex Ferguson Stand each month for a chance to make their dreams come true, with once in a lifetime prizes and experiences on offer.
Lucky winners from all over the world were brought closer to the club than ever before despite the Covid-19 lockdown. They shared intimate and exclusive virtual hangouts with Manchester United legends, both past and present; they learnt from Manchester United coaches about how the first team tactically and mentally prepares for a critical game; and they had the chance to game with their sporting heroes, taking them on head-to-head at PES. All of this without having to risk leaving their homes. DHL successfully delivered Manchester United to fans at a time when they needed it the most.
