A True Global ApproachInnovative Content Manchester City FC

Innovative Content

The Club’s digital and content offerings continue to grow and evolve competitively both inside and outside football, with social media platforms playing an ever more important role in encouraging fan engagement.

By May 2015 the MCFC Facebook page had 19 million ‘Likes’, of which 6 million were generated during the 2014-15 season, making the Club the fastest growing top five Premier League club on Facebook.

The @mcfc Twitter account also saw an 750,000 increase, bringing the total follower count to 2.5 million.

MCFC has one of the strongest YouTube sports channels, with outstanding content strands including Tunnel Cam and the Christmas advent calendar”
—Tomos Grace, Head of Sport, YouTube UK

The Club were early adopters of the ‘Periscope’ app, giving supporters an up close and live view of team sheet announcements on match days and behind-the-scenes player interviews.

City’s YouTube channel is now the third most watched of any football club in the world, with 43.6m views in the 2014-15 season, an increase of 17% from the previous year.

MCFC is a great example to others in the UK sports industry on how to use Twitter, Periscope and Vine to drive engagement and to bring fans closer to the action than ever before”
—Alex Trickett, Head of Sport, Twitter UK

City TV introduced a number of new concepts during the 2014-15 season, including the hugely successful My 11, Challenge Series part 1 part 2 part 3 and CityTV Live.

82% of MCFC fans use the official Club website at least 2 or 3 times per week, a higher proportion of fans than for any other Premier League team

Fans were given more unique behind-the-scenes access than ever before in a 45-minute documentary on the Manchester City Women’s FC WSL debut season, which culminated in a Continental Cup win.

In October the CityMatchday app was launched in advance of the Manchester derby, making City the first European club to offer free live video content on a second screen app. The CityTV Live video channel offers exclusive behind-the-scenes content including pre-match player interviews, live footage from the players’ tunnel, post-match press conferences and match commentary. In addition, those at the Etihad Stadium can watch multi-camera angle replays of match incidents, and Tactical Cam, which gives fans a view of the match from high above the pitch. The app also includes interactive games including ‘guess the starting 11’ and ‘predict the score’, and is rated 4.5 out of 5 on the Google Play Store.

Manchester City was the first football club in the world to launch a matchday app for wearable Android devices in February 2015. It notifies users of key matchday moments such as team sheet announcements, goal alerts, penalties and red cards.

The Club’s drive for innovation has extended into areas beyond digital content and apps. In April 2015, the Cityzens team unveiled its newest recruit, ‘Citybot’, a mobile robot controlled by an app that young fans can use to communicate with the Club, helping to bring Junior Cityzens from all over the globe closer to the Club and its players.


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Together with EA, MCFC launched the most successful MCFC FIFA video ever; a tournament between Aguero, Nasri, Toure and Boyata that was viewed over 1.3 million times.


Top 5 news stories and videos in 2014-15

Rank Stories on mcfc.co.uk Page Views
(000s)
1 Community Shield ticket news 53
2 Watch Dundee v City live 52
3 Mangala signs 47
4 Lampard joins on loan 45
5 Watch Hearts v City live 44
Source: Google Analytics

Rank Videos on YouTube
(Click to watch below)
Video Views
(000s)
1 Tunnel Cam: Man City v Chelsea
(Premier League)
3,218
2 Funny: Yaya gives Hazard a clip around
the ear!
1,844
3 Tunnel Cam: Man City v Chelsea 1,447
4 Blind penalty shoot-out: Agüero v Villa 1,225
5 Martin Demichelis scores this
wonderful goal in training
820
Source: YouTube (videos from previous season excluded)