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  • Writer's pictureAndrew Collins


Updated: Jun 19, 2019

The Manchester United Summer Tour has finally reached China. On Wednesday 25th, Man United will challenge Shanghai Shenhua in an unforgettable match. To drive fan growth and online promotion Man United (only the most valuable sports team in the world) turned to THE Mailman.

So we decided it was time for a new challenge.

An old wise man once said “discovering new things leads to disruptive ideas“.

At Mailman, we certainly believe we should always try new things, get out of our comfort zone and challenge ourselves with new experiences. What more challenging for us social media nerds to go offline and explore the real world?

While managing the Man U Summer Tour Weibo and media relations across multiple platforms, we found some time to hang out with the almighty Fred the Red and show him the coolest spots in Shanghai.

We introduced him to the right people…

And made sure he realized how much people love him here.

We even filmed his China adventures and posted the video on the Weibo page and on Chinese online video sites like Youku.

This dynamic approach helped us to TRIPLE the Man United Summer Tour Weibo fans in under 2 weeks.

Not bad for a new challenge, ha?

Check out the video we posted here:

We think Fred enjoyed it. What do you reckon?

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