Chevrolet, which "has a mammoth multi-year major-sponsor investment" in EPL club Manchester United, is "taking the relationship to social media with a cause," according to Karl Greenberg of MARKETING DAILY. The automaker during ManU-Liverpool FC on Sunday "launched 'What Do You #PlayFor?' with fans’ responses to that question getting funneled" to a "co-branded microsite." The program "spotlights Chevrolet’s and the Red Devils’ involvement in a global program to make it easier for underprivileged kids and kids in unimaginable (to us) situations to play the game." The cause partnership "involves One World Futbol Project, a four-year-old organization of which Chevrolet is founding partner." Chevrolet and ManU will "send the team's top current and former players to developing countries to work with kids and coaches." The automaker said that it is "doing so now in Bandung, Indonesia, where it is also rebuilding the town’s soccer pitch on behalf of a local organization for people with HIV/AIDS and people who use drugs." Chevrolet is "talking about the work online with videos" on the co-branded microsite (MEDIAPOST.com, 3/17).
