All or Nothing: Manchester City is an 8-part, behind the scenes documentary that followed the Manchester City Football Club across their 2018 championship winning season.
The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show and led #allornothing to trend for 2 days upon its release in the UK, US and ES.
Diving into the conversation at release weekend, 39% of all conversation relating to Manchester City related back to the All or Nothing series. This grew in relation to Amazon, where 79% of all conversation in the UK about Amazon related back to All or Nothing.