Manchester United has once again chosen the DVD Card to deliver club content directly into the homes of its most engaged of audiences - the One United members.

Given that last year's Sport Industry Award-nominated One United DVD Card was so favourably received, it was easy to imagine that Man Utd would be planning a sequel and one that only improved upon the original.

Check out the case study here.

Following on from last year's card (which celebrated the 50th anniversary of the legendary Busby Babes), this year's sensorial design by the same agency Serious, has moved away from the player perspective, with an eye-catching, more urban design aesthetic. This Card is a celebration of Manchester United's fans and reflects their colourful grass roots avidity and passion for all things United.

The 2007 One United DVD Card illustrates that the membership scheme is no longer solely about delivering a service, but is also about acknowledging its fan base, building relationships, celebrating and sharing club achievements and immersing its fan into a custom built digital experience.

"Connecting with our One United members is something we take very seriously at Manchester United," explained Sir Alex Ferguson - Manager, Manchester United. "We are always looking for entertaining and imaginative ways to give members some of the club's great archive of material and I think we have found the right formula with these fantastic interactive cards."

From a commercial point of view, the 560MB DVD Card is more purposeful and active than traditional comms media, and therefore provides the club with a highly effective content delivery and communication tool that is both innovative and culturally relevant, (the DVD Card also works in gaming consoles PS2, Xbox and Xbox 360).

Each card opens with a specially recorded video message of a warm welcome and thank you from the iconic team manager Sir Alex Ferguson himself. It then continues with superb match highlights from the 2006/7 season, a fun Manchester United trivia quiz, exclusive club downloadables, as well as the opportunity to enter into a sweepstakes competition to win three prizes; the epic Manchester United OPUS, a fabulous match day hospitality package and licensed merchandise signed by players. The Card can also propagate email referrals to non-member friends via the sharing of the fun, 'Season Ticket Feeling' viral video.

Membership to One United qualifies fans for a pack that includes this limited edition DVD Card and a list of benefits, from the chance to apply for tickets to home Premiership league games, 5 pound discount off tickets for all home fixtures, to free admission to home reserve games and the opportunity to join the Season Ticket Waiting List, as well as discounts in the Museum & Tour Centre, Megastore and Red Cafe.

"We're delighted to partner One United's objectives with Serious' interactive design solutions again," commented Steve Hall General Manager, Ticketing and Membership, Manchester United. "We feel we have created a robust, multi-media campaign that speaks perfectly to our audience. Customer experience is the key to retention and differentiation and we feel that we have achieved this by creating a superior customer experience that is still tailored to the individual."

The Card

The 2007 One United DVD Card has DVD and DVD-ROM content and works in standard DVD players, Win/Mac DVD-ROM drives, PS2, Xbox and Xbox 360 gaming consoles. The DVD Cards will be sent out in One United membership packs this summer.

You can join One United at www.manutd.com/oneunited

About Serious

Serious is an award-winning, privately held digital publisher and marketer with offices in London, New York, and Singapore. Its portfolio of intellectual property includes over 100 optical card patents in 60 countries. Applications of its proprietary technology include interactive gift cards, loyalty cards, pharmaceutical patient education cards, direct mail programmes and collectible digital trading cards.

Serious' clients include BBC Worldwide, Disney, Electronic Arts, Virgin, Best Buy, Indianapolis Motor Speedway, Circuit City, five of the top 10 US pharmaceutical companies, Manchester United, Sony Pictures, New Line Cinema, Warner Brothers, The Lance Armstrong Foundation, Tissot, Silver Jet and ESPN. Serious was a recent winner of a Promo Interactive Marketing Award 2007, is a finalist in the Promo Awards and the international Globes and was a finalist in the Sport Industry Awards 2007.