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Global Web3 technology powerhouse OKX, in collaboration with Manchester City and their training kit sponsorship, has unveiled an inventive interactive campaign set in the team’s metaverse. By visiting playforthecity.com, enthusiasts can now personalize digital avatars donning Manchester City’s training and warm-up attire, complete with OKX logos.
To celebrate this launch, a captivating promotional video showcasing colossal avatars of Manchester City’s star athletes traversing Manchester’s streets and the team’s stadium will be aired across numerous channels during the Premier League match against Arsenal. This video will promote the novel experience and encourage supporters to “Play for City” while obtaining customized digital avatars outfitted with Manchester City gear and OKX logos.
The playforthecity.com platform enables users to design personalized avatars within moments, which can then be utilized across over 4,000 metaverse games and applications. By posting their avatars on social media accompanied by the hashtag #playforthecity, participants will be entered into a drawing with fabulous prizes from Manchester City and OKX.
Haider Rafique, OKX’s Global Marketing Director, commented, “Collaborating with Manchester City on metaverse experiences introduces a plethora of extraordinary opportunities, and avatars serve as the entry point. This endeavor further exemplifies Manchester City and OKX’s commitment to delivering Web3 experiences that enhance fan engagement and promote OKX’s vision of ‘the new internet’.”
Gavin Johnson, City Football Group’s Communications Director, expressed his excitement about the campaign’s launch with OKX and Yahoo. He stated that the collaboration’s collective expertise would enable Manchester City fans worldwide to connect and interact with the team in an unparalleled and compelling manner, adding that they anticipate fans will relish this experience.
OKX and Manchester City joined forces with Yahoo to develop the experience, leveraging Yahoo’s remarkable technology and content creation team to bring it to life and deliver it to fans. The Player Me platform was utilized to create the unique AR and avatar experience, with Yahoo producing the promotional video and handling content distribution on DOOH platforms – digital media found in public spaces – as well as on tablet, smartphone, and TV-accessible platforms. This effort aims to encourage Manchester City fans to immerse themselves in this innovative experience.
Josh Partridge, Yahoo’s Director EMEA, highlighted their objective of providing fans with an enjoyable, engaging, and immersive experience that fosters new interaction methods with the team and its athletes via digital touchpoints in the stadium, city, and virtual world. He added that Yahoo’s proficiency in creating top-tier digital content and distributing it to the team’s target audience enables the integration of novel and interactive matchday activities to establish more profound digital connections with fans’ daily lives.
This metaverse experience is the latest in a series of offerings from OKX and Manchester City, following Rúben Dias’ training session and İlkay Gündoğan’s tactical masterclass in the OKX Collective metaverse. In May, fans can anticipate additional exclusive metaverse experiences featuring Jack Grealish and Alex Greenwood.