The Challenge
A major new exhibition at Aviva Studios - the home of Factory International - entitled Football City, Art United was a ground-breaking art experience made in collaboration between 11 contemporary artists and 11 legendary footballers. This boundary-pushing installation, part of Manchester International Festival ‘25 merged two worlds together through art, in-sound installations, play arenas, paintings, drawings, animation, sculpture, film and genre-defying collaborations and more.
We were challenged to bring Greater Manchester’s influencers to the exclusive first-look evening, ensuring a stream of social content in the first few days of the experience being open, to support web traffic and ticket sales.
The Implementation
We worked closely with Factory International to craft a guestlist covering diverse content creators from across the Greater Manchester region to broaden the exhibition's reach and appeal. We issued invites and exhibition overviews with key messaging to excite ahead of the launch. We also kept communication consistent in the lead-up with those who accepted to ensure their attendance on the day. We maximised storytelling and content opportunities through handing out the event assets at check in, as well as ‘thank you’ comms post-event to encourage posting of additional social content.
With a range of influencer attendees on the night, including lifestyle, art, football and family taste makers on Instagram and TikTok, we secured a total of 35 influencers to see and capture the exhibition’s first look.
A number of key influencers who could not make the event were invited to see the show in the following days, to ensure content continued naturally.
The Results
- 35 influencers attending the launch event
- Coverage from all attendees
- 1.5m potential social media reach
- 23k video views across Instagram reels and TikTok videos
