Social Status 13/12/2024
A match made in the Metaverse 🤝
PUMA and Manchester City dove in head first with their new PUMA AI Creator campaign. For the 2026-27 season, fans have been given the ultimate creative power - the chance to design the club’s third kit using generative AI. And the best part is: the winning design won’t just stay on the drawing board, it will be worn on the pitch, making a fan’s dream a reality.
This campaign hits all the right notes. It’s bold and innovative, putting AI to practical use for fan-driven creativity. It’s inclusive, welcoming everyone from pro designers to first-timers. And the prizes are even better... VIP treatment at the Etihad, a framed kit signed by the team and the bragging rights of a lifetime. A perfect hat-trick.
To kick things off, the campaign launched on Instagram with a collab post in partnership with PUMA Football, generating plenty of buzz. But for a community-focused initiative, the absence of community management in the comment section missed a trick. Engaging directly with fans could have taken the hype even further.
The Reels that followed stepped things up with one featuring a presenter explaining how to get involved, while another showcased a fun interactive moment with two players. The gamified approach clearly worked, racking up strong views and keeping fans intrigued.
This campaign nails the balance of creativity and connection. Innovation might kick things off, but it’s real-time engagement that keeps the momentum alive. Fans don’t just want to watch, they want to be part of the action. Give them the tools to take center stage, and you are not just running a campaign, you are building lifelong loyalty!
💭 Thought Starter
How can you turn your audience into active collaborators in your next campaign?
👀 What’s the Meta with seeing views?
Meta allows us to control how our metrics are perceived on their platforms by testing new options to hide your views on Instagram Reels. They've done something similar before, allowing users to hide likes on their profile.
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🫣 Is your content being hidden?
X has added a new level of analytics, showing users their engagement split, breaking down the percentage of followers versus non-followers. This new data may help users see if their platform algorithm hides their content from their followers.
💸 Blu£Sky cash in
Up-and-coming social platform Bluesky have teased a new paid version of the app, following the path of X and adding subscriptions. The premium features you would access with subscriptions include higher-quality video uploads or profile customisations like colours and personalised aviator glasses.
☁️ A Social Media Manager’s dream?
Instagram is officially releasing Trial Reels, allowing fans to test content without their fans being able to see it. Trial Reels will be shown to non-followers, giving accounts the ability to see what performs well without the scrutiny of their fans judging the experimental content.
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