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MMM Scores with Hyundai Goodwill Tour
Live brand experience company MMM took the Hyundai Goodwill Tour to three major UK city centres in support of England in the run up to the 2006 FIFA World Cup. The MMM team handled the event planning, scheduling, logistics, staging and data capture, plus compered and choreographed a show at each site featuring dancers and music, taking place three times a day. A carnival and party atmosphere was created to attract people from their shopping.
The focus of the events in London, Birmingham and Manchester, was a four-metre inflatable ball, onto which members of the public signed goodwill messages to the England Team. The ball will accompany the players to Germany, being rolled out onto the pitch as a reminder of the huge support back home.
In addition to the three 20-minute shows to draw attention to the event, MMM arranged special guest appearances by celebrity footballers Peter Shilton (England’s most capped player) and Alan Ball (the youngest 1966 World Cup hero) who were available for Q&A sessions with the public.
Freestyle footballers were also invited to each event to display their skills, and there was also a penalty shoot out test ongoing throughout the day, in which onlookers and fans could participate.
Eight of the latest Hyundai vehicles were displayed, together with a specially trained MMM crew who could demonstrate the cars, answer questions and arrange for test drives at a later date.
Hyundai is one of MMM’s major clients and this is the first time that the company has undertaken this type of marketing for Hyundai. MMM director Charles Moyle says: “We designed the day to be as interactive and fun as possible, and to appeal to a wide age and football interest-level range – not just to enthusiasts or aficionados. It’s been immensely popular. Football is really at the forefront of people’s minds and imaginations at present.”
Hyundai is one of the main sponsors of the World Cup. The Goodwill Ball is part of a global awareness campaign taking place in each of the 32 competing countries.
The UK event is also tied in with a National 5-A-Side Football competition also organised by MMM. With the final staged the day after the last Goodwill Ball event at the JJB Soccer Dome, Manchester. The winners will complete in the Hyundai World 5-A-Side tournament in Vienna.
8th May 2006
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