Digital Playbook Activation with MCFC

C A A

B R A N D

DCT x MCFC

Digital Playbook activation with MCFC

C O N S U L T I N G v i s i t a bu d h ab i . ae

v i s i t a bu d h ab i . ae C O N S U L T I N G B R A N D C A A

Digital Activation

We've shown fans the Abu Dhabi Playbook.

Now we let them build their own.

Two outputs from the digital playbook

A simple mobile experience where City fans pick the Abu Dhabi experiences that match their energy and walk away with a personal trip playbook.

Every fan's choices feed an Ultimate Regional Playbook, highlighting the most popular selections from each market, which we reveal back to them after the tour.

By participating, fans enter in a draw for a chance to win exclusive prizes. Such a branded football or MCFC merchandise.

Digital playbook built by the fans themselves.

Confidential

Department of Culture and Tourism Abu Dhabi

Personal: every fan downloads their own playbook, a keepsake and a genuine trip planner.

Collective: their picks co-author the regional playbook, which fans build together.

Digital Activation

01

02

03

04

Discover

Build

Get Your Playbook

Shape the Regional Playbook

Showcase the MCFC Abu Dhabi Playbook

Pick your plays

Your trip, your days, downloadable

C A A

C O N S U L T I N G

How it works.

B R A N D

v i s i t a bu d h ab i . ae

3

Confidential

Department of Culture and Tourism Abu Dhabi

Your picks build the regional one, revealed on socials

v i s i t a bu d h ab i . ae

Headline: Build Your Abu Dhabi Playbook.

C O N S U L T I N G

Subcopy: You've seen the Abu Dhabi Playbook. Now make it yours. Pick the experiences that match your matchday energy and build the ultimate fan playbook, together.

B R A N D

Supporting block — "What's the Playbook?" (expandable / scroll-down): A short recap of the existing content [embed the Reel here], then one line: "The digital playbook turns it interactive. You choose. We compile.

Everyone wins."

CTA: Build My Playbook

Why: •

•

Microcopy: Takes 2 minutes | register with email to enter

C A A

• 한국어 · 中文 · English

Confidential

Department of Culture and Tourism Abu Dhabi

By inviting fans to submit their interests and destination preferences, DCT gain valuable insights that can inform and optimize future campaign targeting.

The activation delivers a branded, curated playbook that serves as a practical resource for fans planning future trips to Abu Dhabi, directly encouraging visitation.

This initiative supports DCT’s KPIs by generating direct engagement and impressions through the playbook, while also increasing media value through enhanced brand exposure.

v i s i t a bu d h ab i . ae

Data input visual example that is linked to the previous landing page.

C O N S U L T I N G

Used to collect data on the playbooks that consumers can opt in to be entered for a chance to win a prize.

Why:

B R A N D

•

C A A

•

Confidential

Department of Culture and Tourism Abu Dhabi

By collecting this data, we will be able to filter fan preferences by market, providing deeper insights into each market’s interests and trends.

Having the email addresses provides a POC to deliver the prize for participating, but also to target these fans with future brand campaigns.

v i s i t a bu d h ab i . ae

Headline: Pick Your Plays Subcopy: Swipe through Abu Dhabi. Tap the ones you'd do. Build as you go.

C O N S U L T I N G

Mechanic: Swipeable cards (one experience per card) OR a scrolling feed. Preference is swipe for the playful feel. Filter chips across the top by category so fans can build a balanced trip.

Per-card copy (template): Name: Yas Marina Circuit One-liner: Take the F1 track flat out.

Tag + time: Thrill · ~2 hrs Button: + Add to Playbook

B R A N D

Running counter (sticky): 4 plays added → [View My Playbook] Suggested category + example experiences to populate the cards (swap for your locked list): *Experiences are linked in separate document

C A A

Dev note: each card carries a hidden timeweight (Quick / Half-day / Full-day) and a category tag — these power the "days" recommendation and the regional aggregation.

Confidential

Department of Culture and Tourism Abu Dhabi

v i s i t a bu d h ab i . ae

Headline: This Is Your Playbook Subcopy: The plays you picked, ready for your trip.

C O N S U L T I N G

Microcopy under CTA 2: Your picks help build the Ultimate Seoul Fan Playbook — chosen by every City fan, revealed after the tour.

Simple logic for the "days" recommendation (for the developer):

THE DAYS MODULE: You'll want 4 days in Abu Dhabi.

Based on your 6 plays — The Short Break.

CTA 1 (personal): Download My Playbook CTA 2 (collective): Add to the Seoul Fan Playbook

B R A N D

When more than 4 options are selected, the view will have to adapt similar to visual 2.

C A A

Option A — banded (simplest, ship this for v1): 1–3 plays → The Long Weekend · 2–3 days 4–6 plays → The Short Break · 4 days 7–9 plays → The Full City Trip · 5 days 10+ plays → The Ultimate Tour · 6–7 days Dev note: download = a clean branded PDF/image of their playbook + day count. Submit = writes their picks to the regional tally (region auto-set by language/geo, or a one-tap "I'm in Seoul / HK / China" selector).

Visual 1

Confidential

Visual 2

Department of Culture and Tourism Abu Dhabi

v i s i t a bu d h ab i . ae

Headline: The Ultimate Seoul Fan Playbook Subcopy: Built by City fans in Seoul. The plays you picked most.

C O N S U L T I N G

Body: Top 10 experiences, ranked by fan votes, with the consensus trip length ("Seoul fans say: 5 days"). Optional flourish: the region's "personality" — Seoul's verdict: Thrill-first.

Swipe through locations.

CTA:

Get the Seoul Playbook ·

Share

C A A

B R A N D

Footer lockup: Experience Abu Dhabi x Manchester City Dev note: three versions of this page autogenerate from the tallies — Seoul, Hong Kong, China. Same template, different data.

Confidential

Department of Culture and Tourism Abu Dhabi

v i s i t a bu d h ab i . ae

Lead social story post (swap region/language): A post is generated for social stories when fans click share within the final screen.

C A A

B R A N D

C O N S U L T I N G

Visit Abu Dhabi → [link]

Confidential

Department of Culture and Tourism Abu Dhabi

v i s i t a bu d h ab i . ae C O N S U L T I N G B R A N D C A A

Lead reveal post (carousel — swap region/language): The results are in.

The Ultimate Abu Dhabi Playbook — built by City fans in Seoul.

You picked the plays. We made it official.

Swipe for the must-dos that topped the list Your trip starts here → [link] #ManCity #ExperienceAbuDhabi #InAbuDhabi

Confidential

Department of Culture and Tourism Abu Dhabi

v i s i t a bu d h ab i . ae

3

Activations

China + South Korea

Activation prize Branded Balls *To be approved by MCFC using a non-branded football

Route 01

Bottom

C A A

B R A N D

C O N S U L T I N G

Limited edition preseason tour balls, in the visual world of the campaign.

Rough Mockup

Confidential

Flat Print Design

Department of Culture and Tourism Abu Dhabi

Top

v i s i t a bu d h ab i . ae

3

Activations

China + South Korea

Activation prize Branded Balls *To be approved by MCFC using a non-branded football

Route 02

Bottom

C A A

B R A N D

C O N S U L T I N G

Limited edition preseason tour balls, in the visual world of the campaign.

Rough Mockup

Confidential

Flat Print Design

Department of Culture and Tourism Abu Dhabi

Top

v i s i t a bu d h ab i . ae

3

Activations

China + South Korea

Activation prize Branded Balls *To be approved by MCFC using a non-branded football

Route 03

Bottom

C A A

B R A N D

C O N S U L T I N G

Limited edition preseason tour balls, in the visual world of the campaign.

Rough Mockup

Confidential

Flat Print Design

Department of Culture and Tourism Abu Dhabi

Top