International news: Chevrolet begins football campaign
Chevrolet has begun a new international campaign called "What Do You Play For." The football-themed campaign is tied to the company's sponsorship of British football team Manchester United and is also being conducted in association with the One World Futbol Project. The social and digital campaign began on March 16. During the initiative, consumers are invited to answer the question, "What do you play for," using social media services. Text and images submitted by participants will be posted online at <http://www.chevroletfc.com>.
As part of the promotion, Chevrolet and the One World Futbol Project will distribute 1.5 million footballs to organizations working in developing communities in 50 countries. In addition, Chevrolet and Manchester United will send representatives to work with coaches and children in developing regions to repair football pitches. Additional elements will roll out as the campaign continues through the summer, including the unveiling of a Chevrolet-branded Manchester United jersey in July.
"The act of play is a fundamental human need that transcends cultures and impacts all ages," said Alan Batey, global executive vice-president for Chevrolet at General Motors. "Joyful play is the fuel of ingenuity and imagination for children and adults alike, driving a sense of what is possible. Through our partnership with Manchester United and One World Futbol Project, Chevrolet is harnessing the passion for play to bring everyone closer to the game. The message we're sending to football fans around the world is that at Chevrolet, we play for you."