Chevrolet is "looking to do more" than just show ManU players sporting shirts with the Chevy logo, according to Mansfield & Hobbs of AD AGE. Chevrolet was "looking to deliver an innovative, only-on-Twitter experience designed to increase brand awareness" by providing ManU fans an insider view of the sport. Working with ad agency Commonwealth/McCann and content firm MOFILM, Chevrolet's marketing team created an eight-episode talk show, the "Everything But Football Football Show," featuring ManU players. The series launched in May and "appeared exclusively on Twitter." To help fans engage with the series, each episode was repurposed as a "participatory multimedia event using Twitter Moments, which contained a Tweet that made it easy for fans to Retweet to Subscribe." Global Chevrolet Marketing Senior Manager John Gasloli said, "By partnering with Twitter, we scored a huge win. With Retweet to Subscribe, online fans received an immediate notification when new content was available." During the series' first few weeks, the automaker "connected with legions of football fans, racking up 44 million impressions for its videos and earning a 100 percent positive-to-neutral sentiment" (AD AGE, 11/15).
