Vodafone currently has a sponsorship deal with Man Utd that enables it to talk directly to the club's core supporter base, comprised mainly of season ticket holders. The direct marketing programme, which has a six-figure budget, will target 100,000 fans.
In addition, respondents who connect to Vodafone Live! through Vodafone Retail will get a free DVD player, three DVDs and three month's worth of "Manchester United on Fone" alerts. There will also be entry into a prize draw for the chance to watch Man Utd train. Further promotions will run throughout the year.
The appointment comes as Billington Cartmell, best known as a branding and marketing agency, seeks to build its DM offering.
Adam Segura, head of direct marketing at Billington Cartmell, said: "When you look to consolidate and build the Billington Cartmell direct marketing offering you don't expect one of the first projects to involve two of the biggest brands on the planet, Man Utd FC and Vodafone. This initiative is a clear win-win for both participants, delivering a real benefit to Man Utd's fans and new customers to Vodafone."
Vodafone declined to comment on the appointment. Its incumbent agency is Harrison Troughton Wunderman.
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