To support the launch of the new partnership, Trouble Maker, a reputable full-service creative agency, has meticulously designed and executed a social campaign known as ‘Beyond Expected Training.’ This engaging campaign features renowned Manchester City players including Kevin De Bruyne, John Stones, Rúben Dias, Demi Stokes, Yui Hasegawa, and Bunny Shaw. Leveraging the power of augmented reality (AR), the campaign adds an exciting new dimension to their training kit.
The ‘Beyond Expected Training’ campaign will be rolled out today across various social channels belonging to Asahi Super Dry and Manchester City. Additionally, it will also be featured on the social media accounts of influential opinion leaders, such as Lia Lewis and Ben Black.
The campaign offers a unique behind-the-scenes perspective, allowing viewers to witness the Manchester City players activating their new AR-enabled kit. Filmed at the iconic Etihad Stadium, the players can be seen participating in interviews and training sessions. With their smartphones in hand, they each look into the camera and activate their kit through AR technology. As a result, the kit flashes an iridescent blue color while prominently featuring the Asahi Super Dry branding in the center.
Ross McIntyre, the global marketing manager for partnerships at Asahi Europe & International, expressed his excitement about the expanded partnership with Manchester City, highlighting the successes achieved both on and off the pitch. The partnership embodies the innovative spirit that characterizes Asahi Super Dry’s brewing process and Manchester City’s values.
“As the official partner of the training kit, we wanted to go beyond simply displaying a badge. We wanted the training kit to represent the pinnacle of shared innovation. Hence, we introduced a bespoke AR filter, providing the players with an exceptional experience. This innovation should serve as a catalyst for anyone who wears our kit, inspiring them to surpass expectations,” McIntyre stated.
Jonathan Fraser, the chief strategy officer at Trouble Maker, also shared his enthusiasm about collaborating with Asahi Super Dry on this campaign for Manchester City, a global icon. During the campaign, key opinion leaders will be showcasing the new kit, amplifying its reach and impact.
With regard to the broader no- and low-alcohol market, Asahi UK recognizes a significant opportunity worth £32 million for convenience stores. Learn more about this market opportunity by visiting [Asahi UK sees ‘£32m no- and low-alcohol opportunity’ for c-stores](https://www.talkingretail.com/news/industry-news/asahi-uk-sees-32m-no-and-low-alcohol-opportunity-for-c-stores-08-03-2023/).
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