How We Delivered 'The Best Match-Day Sponsorship Activation Ever' With a Little Help From the Devil
The Story

When the first Cabernet Sauvignon vines made the journey from France to Chile, no-one expected the wine they produced to be so popular.

But Don Melchor de Concha Y Toro was a gifted wine-maker. A whole year’s vintage would be sold in weeks and demand became so strong each season that desperate drinkers would break into the cellar and steal whole barrels of his wine.

A rumour
becomes a
legend

Rather than employ additional security, Don Melchor spread a rumour – that the Devil himself lived in the cellar and would claim the soul of every wine thief.

The threat of eternal burning stopped the larceny as quickly as it had begun and Don Melchor’s rumour became a persistent legend in the land.

Today, the wine is known as Casillero del Diablo – the devil’s cellar – and the brand is a Manchester United sponsor.

Bringing the brand to life

When they approached Brand In Action to bring the brand to life at their Old Trafford match day in May 2015, we decided to create a Devil’s Cellar experience in the stadium car park.

Inside a marquee, we built a replica Devil’s Cellar, complete with sound effects, vineyard aromas and an eerie projection of the devil himself.

Fans received a sample of Casillero del Diablo, walked through a vineyard projection tunnel and emerged, a little nervously perhaps, into the Devil’s Cellar itself to face the truth of the legend.

Face-to-face with real legends

As it happened, they came face to face with genuine legends – including Bryan Robson, Andy Cole, Dwight Yorke and Denis Irwin – and were able to chat and have photos taken with their heroes.

Around the ground, stadium branding and promotional staff directed fans to the installation.

Exceeding expectations

The Devil’s Cellar exceeded all expectations, with thousands of fans sampling the product and enjoying the experience.

Manchester United’s Head of Global Partnerships commented that it was the best match day sponsorship activation to date and that it has become the benchmark for other club partners.

Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.