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Manchester City ups digital offensive

Manchester City is ramping up its digital offensive ahead of the start of the Premiership football season with the launch of the team's debut music app.

Manchester City: launches music app

Manchester City: launches music app

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The free-to-download app features the Blues' signature tune 'Blue Moon', which is likely to be joined by hits from Oasis, Fatboy Slim, Doves and Beady Eye.

The initiative uses Fireplayer technology, which allows consumers to remix and share music using their mobiles.

The app is just one of a number of ventures driven through by the club's head of digital Richard Ayres, a former Trinity Mirror executive.

Next on the agenda is an index containing data about players' performances, an initiative similar to the one introduced by England manager Fabio Capello last year.

It is also offering fans the chance to buy Manchester City's new home shirt featuring a soundwave graphic of fans singing 'Blue Moon'.

Other ventures include the introduction of a new  digital membership scheme for season ticket holders, which includes augmented reality content and the ability to collect points to bid on "money can't buy experiences" on the club's auction site.

Ayres said: "We are using technology to increase audience reach and engagement."

In January this year the club released an iPhone app, which was co-created by its fans.

This article was first published on marketingmagazine.co.uk

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